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The Mobile Advertising Gap is ClosedPubMatic, the marketing automation software company for publishers, today announced the findings from its inaugural Quarterly Mobile Index (QMI) for Q3 2015, which show continuous improvement in mobile ad performance as a key growth driver for publishers and advertisers. The combination of an increased number of mobile optimized sites, new mobile opportunities in emerging markets, expanding mobile opportunities in mature markets and premium private marketplace (PMP) performance, indicates that the rise in global mobile consumption in 2015 will drive increased revenue for publishers and advertisers across all major global regions. "Contrary to most industry averages, we saw higher mobile CPMs in Q3, compared to desktop CPMs. From our perspective, the 'mobile gap' is closed. Improved mobile infrastructure, advanced targeting capabilities and better overall customer experience offerings have enabled media organizations to take greater advantage of their mobile revenue opportunities," said Rajeev Goel, co-founder and CEO of PubMatic. "While other reports of this nature solely focus on mobile campaign performance metrics, the goal of the QMI is to unearth supply and demand dynamics in mobile advertising, to provide a macroeconomic view of the industry." The quarterly study, which analyzed billions of daily impressions from Q3 2015 (calendar year) operational data, found five key trends that demonstrate mobile monetization growth:
To view the full Quarterly Mobile Index, please click here. QMI Methodology PubMatic's data team analyzes billions of impressions on a daily basis, utilizing the company's best-in-class analytics capabilities. The Q3 2015 QMI incorporates impression, revenue and CPM data from these daily reports to provide a high-level glimpse of key trends within the mobile advertising industry. "Monetized impressions" are defined as impressions that were sold through the PubMatic platform, and "CPMs" are defined as cost per thousand monetized impressions. About PubMatic PubMatic is the leading marketing automation software company for publishers. Through real-time analytics, yield management, and workflow automation, PubMatic enables publishers to make smarter inventory decisions and improve revenue performance. Focused on serving the needs of premium publishers, PubMatic inspires buyer confidence by providing flexibility in audience discovery and planning media campaigns through its Media Buyer Console and APIs. The company's marketing automation software platform provides a global roster of comScore (News - Alert) publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte (News - Alert) as one of the fastest growing companies in the US Internet sector for the third consecutive year in 2014. The company has offices worldwide, and is headquartered in Redwood City, California. PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners. This press release and the QMI may contain inaccuracies, and the QMI is based on operational data that has not been audited or reviewed by a third party. They may contain forward-looking statements about future results and other events that have not yet occurred. Actual results may differ materially from PubMatic's expressed expectations due to future risks and uncertainties. PubMatic does not intend to update the information contained in this press release or the QMI if any information or statement contained herein or therein is or later turns out to be inaccurate.
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