Header bidding impressions increased 70% year-on-year in Q1 2018, according to PubMatic’s latest Quarterly Mobile Index (QMI) of 2018. Header bidding was driven mostly by mobile at twice the volume compared to desktop. Mobile app header bidding further expanded the monetisation opportunities.
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In APAC, the company noted a +1395% YOY growth in mobile web header bidding. Similarly, EMEA drove a +849% YOY growth in header bidding. Overall, this led to a rise in mobile ad spend of 102%.
The report also found that the top five verticals by mobile header bidding were news, entertainment & leisure, food & dining, shopping and technology.
At the same time, mobile app impressions through PubMatic jumped 56% during Q1 2018 compared to the year before. Global app impressions rose 84%.
In terms of monetised mobile impression volumes, the Americas are still leading (48%), followed by EMEA (29%) and APAC (23%).
Despite mobile now being considered a mainstream programmatic ad opportunity ad spend is expected to increase from 43% in 2017 to 64% in 2021.
Interestingly, the index highlighted the increased interest in open exchanges with mobile impression volumes jumping 56% in Q1 2018.
US mobile programmatic ad spend through open exchanges is expected to increase 22.3% to $7.4 billion in 2018.
Meanwhile, mobile private marketplace impressions expanded 43% in volume in Q1 2018 with the news vertical leading, but business & financial categories seeing the strongest lift compared to Q1 2017.
Mobile video also continued to increase with almost four in 10 video impressions being monetised through the PubMatic technology.
“With advancements in monetization technology, such as server-side header bidding integrations, app developers can now experiment with their demand partner setups to find the optimal yield,” explained Nishant Khatri, VP of product management, ad serving at PubMatic and board member of the IAB Mobile Marketing Center of Excellence. “We are proud to be at the forefront of programmatic innovation, proving not only increased monetization opportunities but also improved user experience, particularly for impressions served on handheld devices.”