In-App SSP Also Saw 27% Increase in Mobile Ad Requests H2 2017 to H2 2018

Smaato, the leading global real-time advertising platform for mobile publishers and app developers, announced results from its Global Trends in Mobile Advertising H2 2018 report. The report reveals important programmatic insights into in-app growth, post-GDPR pricing, advertiser spending, mobile video, holiday spending, and advertising fraud. These key insights will help publishers and advertisers guide their decision-making in 2019 and beyond.

Most important for the in-app advertising industry, Smaato reported significant growth across all key advertising metrics, including ad request volume and eCPMs. As advertisers direct more money into mobile advertising and consumers continue to adopt smartphones around the world, demand and supply both increased year-over-year, indicating a healthy mobile ad market.

• Smaato experienced a 32% increase in eCPMs when comparing H2 2018 to H2 2017
• Smaato experienced a 27% increase in mobile ad requests when comparing H2 2018 to H2 2017

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The company reported phenomenal growth in several specific countries. Notably, the United States, a mature mobile market, saw a 170% increase in mobile ad requests and a 79% increase in mobile eCPMs. The highest growth region across all metrics was APAC, specifically India which saw a 425% growth in mobile ad requests while Japan experienced a 125% increase in eCPMs. These growth metrics are driven by app developer strategies to better monetize their content in the face of increased consumer activity, as well as increased advertiser interest across all verticals.

“As longtime partners of mobile app developers around the world, we are thrilled to find such impressive growth across both supply and pricing metrics, indicating what we’ve known for many years — that both consumers and advertisers are embracing mobile worldwide,” said Arndt Groth, President at Smaato. “Our H2 2018 mobile advertising report provides a variety of insights that support the continued interest in the mobile advertising market, as well as record-breaking growth in key categories.”

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Smaato’s H2 2018 Global Trends in Mobile Advertising report delivers a number of additional insights:

• EEA inventory grows in value post-GDPR
• Retailers outspend all other mobile advertisers
• Rewarded video drives video ad spending growth
• Cyber Monday and Singles’ Day set mobile records
• Apps are less prone to fraud than mobile web

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