MoPub's quarterly Mobile Programmatic Trends report explores the current state of the mobile programmatic landscape. The report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, one of the world’s leading advertising exchanges for mobile apps.
The Q3 2015 report focuses on the uncharted inventory opportunity, Q4 holiday outlook, and the idea that moments continue to matter on mobile.
Global Mobile Programmatic Trends: Q1 2016 TrendsMoPub
This report examines trends in mobile programmatic advertising observed on MoPub Marketplace -- the world's leading mobile programmatic exchange -- in Q1 2016. Key themes include advertising spend around major events, the use of high impact ad formats, and growth in EMEA and APAC.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
The Marketplace report is a quarterly update that takes an in-depth look at trends in monetization and ad performance across the mobile programmatic ecosystem.
In this quarter’s report, publishers and demand partners found that personal relationships can maximize the benefits of programmatic through private marketplaces.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
Global Mobile Programmatic Trends: Q1 2016 TrendsMoPub
This report examines trends in mobile programmatic advertising observed on MoPub Marketplace -- the world's leading mobile programmatic exchange -- in Q1 2016. Key themes include advertising spend around major events, the use of high impact ad formats, and growth in EMEA and APAC.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
The Marketplace report is a quarterly update that takes an in-depth look at trends in monetization and ad performance across the mobile programmatic ecosystem.
In this quarter’s report, publishers and demand partners found that personal relationships can maximize the benefits of programmatic through private marketplaces.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
Demand Side Platforms: Silver Bullet or Fog of War?Matt Hunter
This concise presentation explores a simplified view of the digital advertising ecosystem, explaining the role of DSPs and their impact on publishers, agencies and advertisers.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
Demand Side Platforms: Silver Bullet or Fog of War?Matt Hunter
This concise presentation explores a simplified view of the digital advertising ecosystem, explaining the role of DSPs and their impact on publishers, agencies and advertisers.
“NoSQL” is more than just a popular industry buzzword. It’s been 17 years since Carlo Strozzi coined the neologism. The concept though, is older than that. In fact, the world had only NoSQL databases long before SQL was invented in the 1970s, thus proving the adage everything old is new again. In recent years a new wave of enterprise-class NoSQL databases have come to the fore to challenge the supremacy of Relational Database Management Systems (RDBMS). One such example is Aerospike, a Flash/SSD-optimized key-value store. In his presentation, Aerospike’s Director of Application Engineering, Peter Milne, will take you through a deep dive comparison. What are the conceptual differences between NoSQL and RDBMS? Why consider one versus the other for your use case? What data modeling, architectural best practices and practical migration steps should you apply to smoothly transition your business to the new world of NoSQL?
Qzedia Introduction to the Mobile Demand Side PlatformQzedia
Qzedia - Real-Time Location-based Digital Marketing Demand Side Platform for Mobile Advertising
- We provide you with the opportunity to access inventory for the mobile web and applications using a unique mobile DSP
- We manage location like no other platform currently does, and are able to handle audience data intelligence and segmentation
Our Marketplace Report explores mobile programmatic trends. This edition covers Q1 2015 and discusses:
--Moments (such as the Super Bowl) matter on mobile
--Interstitial and native ad formats increase popularity and performance
--Video produces strong results
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
Q1 2016 Global Facebook Advertising Benchmark Report Nanigans
Q1 2016 delivers higher return on Facebook ad spend for retailers, and sees continued global growth in video ads.
This slide deck examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q1 2016.
This slide deck highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how marketers are generating higher return on ad spend
-Global growth in adoption of mobile and video ads
For more information, see the full Q1 2016 Facebook Advertising Benchmark Report here: http://nani.gs/1USSepm
Our annual collection of essays. It is a truly global publication, focusing on how digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries, and transforming marketing.
Bidtellect’s Quarterly Native Report Q3 2016: Engagement Is Key To Your Nativ...Missy Steiner
Bidtellect’s inaugural quarterly report analyzes our platform activity in order to provide advertisers with important insights and trends in the Native Advertising industry. Bidtellect’s platform processes over 5 billion Native auctions daily across 6.5 million distinctly targetable placements, and this number continues to grow quarter over quarter. We collect data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.
In virtual events, there are four significant facets: the attendees, engaging programs, content strategies and marketing, and revenue management. Starting from attaining an audience, reaching out to the public, delivering quality content to how these efforts increase the ROI- measures the success of an event organizer. Read more https://bit.ly/3wQ2nwv
Given that in 2013 the industry drove some 10% of the
UK’s eCommerce traffic and commanded a marketing
spend of £1bn according to the PwC / IAB OPM study
(see page 6), it’s a permanent (and growing) feature
of integrated digital marketing programmes. In
fact it’s a channel that exemplifies just how digital
is merging marketing and sales channels.
Affiliate Marketing is not a ‘channel’. Rather it’s an
advertising objective. Affiliate campaigns deploy
most digital advertising and marketing disciplines
including email, display, content, search, social
media and audience targeting. It works across mobile
platforms, uses programmatic methods and is now
establishing exciting offline opportunities for digital
marketers. Affiliate data is packed with audience
and customer insight providing marketers with
customer journey and point-of-sale perspectives
that enrich standard advertising analytics.
This handbook, the work of the IAB’s Affiliate Marketing
Council, exposes the industry’s diversity and even
if you thought you knew affiliate marketing, you’ll
probably be surprised by some of the marketing
opportunities mapped out in these pages. If
you’re new to digital or haven’t used affiliate
marketing before, this handbook will help you
understand the industry’s value and mechanics.
Overall, this handbook represents one of the fastest
growing digital marketing channels which many of
the UK’s top advertisers recognise as highly effective
and are thus increasing their investment in. This
isn’t simply because its yields are extraordinarily
high (14:1 ROI); it’s also because it’s a flexible
and creative space to work within that touches
customers throughout the marketing funnel.
Q4 2016 Benchmark Report: The Holidays Deliver Higher Returns on Facebook Ad ...Nanigans
The holidays delivered higher return on ad spend on Facebook in Q4 2016
This report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response ad campaigns on Facebook.
This report highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how ecommerce advertisers are achieving higher returns
-Data on skyrocketing adoption of Facebook’s dynamic and mobile video ads
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
Publishers face the ever-changing complexities of selling display ads and reaching new audiences. As a business partner to publishers around the world, Google is no stranger to these challenges. We rely on data-based insights to guide our business decisions. During our routine deep-dives into the publisher display dynamics, we frequently notice trends that may be of interest to our clients as well, which is what prompted us to introduce this research publication.
IAB Europe digital brand advertising and measurement report june 2018Romain Fonnier
En 20 pages, le rapport «Digital Brand Advertising and Measurement» publié par l’IAB Europe mesure les attentes des publishers, annonceurs et agences autour de la mesure. Il aborde 4 thématiques : «Digital Measurement Priorities», «Digital Advertising Quality», «Key Performance Indicators» et «Organisation of Digital Measurement». Il se base sur une enquête réalisée auprès de 650 professionnels de 31 pays interrogés entre Février et Mars 2018.
Agences, annonceurs et publishers sont d’accord pour mettre en priorité le passage vers une mesure des impressions visibles plutôt que servies. La meilleure connaissance du consommateur et la compatibilité des mesures des autres médias sont les autres priorités principales énoncées.
Q3 2016 Benchmark Report: Advertisers on Facebook Scale Revenue Through Video...Nanigans
To arm online marketing teams with essential aggregate insights, today we’re releasing our latest Global Facebook Advertising Trends Report. This report examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q3 2016.
Our latest advertising report highlights:
- CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
- Insights on how marketers are generating higher return on ad spend
- Global growth in adoption of Facebook’s Audience Network
Similar to Mobile Programmatic Trends: Q3 2015 (20)
3. There’s an Uncharted Inventory Opportunity
Demand partners are discovering and buying
new inventory, and seeing strong
performance.
Q4 Holiday Outlook Building on Recent Growth
eCPMs and volume are trending higher as the
holidays approach, while gaming and
entertainment apps perform best for
advertisers and publishers alike
Moments Continue to Matter on Mobile
Marketers continue to look to mobile in order to
reach people during key moments and events.
HIGHLIGHTS
7. Seasoned Apps New Apps
Cost Per Thousand Impressions (eCPM)
+67%
Publishers adding new inventory also generate strong results
Publishers opening up new
inventory in Q3 had 67% higher
eCPMs on average than apps that
have been on the exchange for
longer amount of time. Across the
exchange, eCPMs increased by 24%
in Q3 2015 vs. Q3 2014
higher eCPMs
67%
8. One DSP diversified spend by buying on 957 new apps between May and September 2015. This buyer
accessed 22% more impressions and increased spend by 52%. In addition to this scale, they were able to
increase CTR by 23% and decrease eCPC by 26% more than all other DSPs on the exchange.
May September
Total Apps with Purchased Ads in May
vs. September
Case Study: Diversifying spend helps DSP drive a higher
CTR and lower eCPC
+95722%more impressions
Access to
26%more than all
other DSPs
Decreased eCPC
23%more than all
other DSPs
Increased CTR
11. In the Q4 2014 Marketplace
Report, we saw brand spend
overtake performance spend
during the holidays. In fact,
brand spend even came to
gaming — with 54% of spend on
the popular Trivia Crack app
from Etermax coming by way of
brands in December 2014. We’ll
keep a close eye on how these
trends continue in Q4 2015.
Looking back at the Q4 2014 report…
12. 40%
60%
While it remains to be seen if brands will overtake
the majority of spend in the open marketplace
during the holidays again, the trend of brands
spending in private marketplaces continued in
Q3. In the most recent quarter, we found that
brands comprised 60% of the top 25 advertisers
running campaigns via private marketplaces.
BIG BRAND SPENDING
IN PRIVATE MARKETPLACES
Performance Brand
13. +25%+9%
eCPMs Exchange Volume
+36%
+24%
+9%
+55%
Q3 2014 Q4 2014 Q3 2015 Q4 2015 Q3 2014 Q4 2014 Q3 2015 Q4 2015
eCPMs and volume trending higher as Q4 holidays approach
Last year, eCPMs increased by 9% between Q3 and Q4. Additionally, Q3 2015 saw eCPMs increase 24% year-over-
year compared to Q3 2014. We’ll track closely what happens in Q4 2015 to see what coincides with the 580 new
apps that launched in Q3 this year.
+9%
$
$$
$$$
$$$$
#
##
###
####
14. Entering Q4, gaming and entertainment apps still see
highest eCPMs across categories
In the Q4 2014 Marketplace Report, we looked at how eCPMs varied for different publisher categories. Gearing up
for holiday spend this year, Gaming and Entertainment still lead the pack. Across categories on the exchange,
eCPMs increased 24% in Q3 2015 vs. Q3 2014.
SocialNetworking
News
Lifestyle
Health&Fitness
Utilities
Sports
Entertainment
Gaming
Health&
Fitness
News
Lifestyle
SocialNetworking
Utilities
Sports
Entertainment
Gaming
eCPM by Publisher Category Q4 2014 eCPM by Publisher Category Q3 2015
$
$$
$$$
$$$$
$
$$
$$$
$$$$
15. CTR by Publisher Category Q3 2015
Highest CTRs found in gaming and entertainment apps,
coinciding with high eCPMs
CTR by Publisher Category Q4 2014
In the Q4 2014 Marketplace Report, we also looked at how CTRs varied for different publisher categories. As
we gear up for holiday ad campaigns, Gaming and Entertainment again showed the highest click-through
rates in Q3 2015. Perhaps unsurprisingly, publisher categories ranked in the same order for both highest click-
through rates and highest eCPMs.
%
%
%
%
%
%
%
%
Health&
Fitness
News
Lifestyle
Social
Networking
Utilities
Sports
Entertainment
Gaming
Health&
Fitness
News
Lifestyle
Social
Networking
Utilities
Sports
Entertainment
Gaming
16. Banner Interstitial
+25%+9%
Bid Depth Q3 2015
BidDepth
Ad Format
Interstitials are most competed-upon inventory
+41%
Buyers continue to bid most
competitively for full-screen
interstitial inventory. Interstitials saw
a 41% higher bid depth from DSPs
than banner inventory in Q3 2015 —
pointing to more DSPs on average
bidding for interstitials.
higher bid
depth
41%
17. +25%
Banner Quarterly Revenue Native Quarterly Revenue Video Quarterly Revenue
+36%
+92%
+42%
+97%
+54%
165%
Q3 2014 Q4 2014 Q3 2015 Q4 2015 Q3 2014 Q4 2014 Q3 2015 Q4 2015 Q3 2014 Q4 2014 Q3 2015 Q4 2015
Ad formats have seen continual growth since Q3 2014 as
we approach the holidays in 2015
Last year, we saw revenue increase between 36% - 54% for publishers across banner, video, and native ad formats
between Q3 and Q4. We also saw Q3 year-over-year revenue growth for each ad format between 92% - 165%. Will
Q4 2015 reward publishers with major revenue growth again?
19. In the Q1 2015 Marketplace
Report, we saw a major NFL
moment bring big increases in
advertiser spend.
Unsurprisingly, brands
contributed to 73% of overall
spend during the Super Bowl
in-game spending spree.
Looking back at the Q1 2015 report…
20.
21. Continuing the trend from Q1,
advertisers picked up spend in
sports apps once NFL and
NCAA football seasons began.
Average daily spend on the
weekends was 66% higher
than on weekdays once NCAA
football (Saturdays) and NFL
football (Sundays) kicked off.
23. Exciting trends
emerge and continue
Advertisers find 2x higher CTRs with 46%
lower CPCs when buying inventory in apps
that were new to the exchange in Q3
1
Uncharted inventory presents
a major opportunity
24. Exciting trends
emerge and continue
Publishers found the highest eCPMs and
advertisers enjoyed the highest CTRs in
gaming and entertainment apps
Gaming and entertainment apps
continue to perform well
2
25. Exciting trends
emerge and continue
Average daily spend increased by 64% in
sports apps on NFL and NCAA football
game days — coinciding with NFL and NCAA
football season kick-offs
Moments continue to matter
3
26. MoPub Marketplace: The MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers,
agencies and their trading desks, and demand side platforms can bid on ad inventory from thousands of mobile
application publishers in an efficient, real-time market.
Private Marketplace: A private marketplace is a programmatic trading environment in which a publisher makes
available a segment of inventory to an advertiser or group of advertisers at a defined price.
eCPM: Effective cost per thousand advertising impressions, or eCPM, is the most common way to refer to prices in
mobile programmatic advertising.
CTR: Click-through rate, or CTR, is the number of clicks that an ad receives divided by the number of times the ad is
shown. This is a common metric to measure consumer engagement with an ad.
eCPC: Effective cost per click, or eCPC, is a metric used by marketers to gauge the effectiveness of their campaigns.
(Sometimes it is referred to as estimated cost per click.) It is calculated by the price paid for ad impressions divided
by the number of clicks generated from that ad campaign.
Clear Rate: Clear rate refers to the rate at which a purchased ad impression renders and displays in a publisher’s
mobile app. It is an important metric for demand-side partners that helps them measure their buying efficiency. DSPs
are never charged for ads that do not clear, render, and display.
Bid Depth: Bid depth is a metric that measures how many demand-side partners bid for an available ad impression in
any given auction.
GLOSSARY
27. DSP: Demand-side platforms are technology companies who build software used to purchase advertising in an
automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video,
mobile and search ads.
Banner ad: Banner ads in this report refer to mobile in-app ads, which are typically anchored to the bottom of
the screen and measure in dimensions of 320x50 or 728x90.
Interstitial ad: Interstitial ads in this report refer to fullscreen mobile in-app ads that measure in dimensions of
320x480, 480x320, 768x1024, or 1024x768. This type of advertisement can be a static image or a video,
depending on publisher preferences.
Native ad: Native ads in this report refer to mobile in-app ads that match the form and function of the app in
which it appears. Typically, they appear in content feeds of apps. Native ads are comprised of up to 5 separate
components from advertisers, which can render in many different ways to match the look and feel of a
publisher’s application.
Video ad: Video ads in this report refer to mobile in-app video ads. Video ads typically play in a full screen
interstitial setting and are either 15 or 30 seconds in length.
GLOSSARY