ANDROID APP INVENTORY VALUE INCREASES NEARLY 150 PERCENT YEAR-OVER-YEAR, AS ADVERTISERS SEEK TO TARGET INCREASINGLY VALUABLE ANDROID USERS

PubMatic’s Q1 2016 Quarterly Mobile Index report reveals over 50 percent year-over-year increases in average CPMs on both app and mobile web, as inventory quality improves across mobile platforms   REDWOOD CITY, Calif., April 20 (Bernama-BUSINESS WIRE) -- PubMatic, the marketing automation software company for publishers, today announced that its Q1 2016 Quarterly Mobile Index (QMI) report found that advertisers are increasingly targeting Android users, as Android app inventory prices or CPMs (cost per thousand ad impressions) increased 147 percent, year-over-year. While Apple iOS app inventory prices are still higher on an absolute basis, iOS app CPMs rose only 62 percent year-over-year. This mobile advertising pricing data demonstrates that, globally, Android users represent an increasing value to advertisers. PubMatic’s Q1 2016 QMI report also found that mobile app and mobile web CPMs grew 67 percent and 57 percent year-over-year, respectively, indicating increasing quality and value across both mobile platforms. The improvement in mobile web value is especially important to premium publishers that typically see the majority of their mobile traffic originating from mobile web (e.g. mobile browsers, such as Safari and Chrome). In the first quarter, 80 percent of monetized mobile inventory came from mobile web—with the remainder from mobile apps—which means that premium publishers are better monetizing on the bulk of their ad inventory.  http://mrem.bernama.com/viewsm.php?idm=26639