PMP´s are driving mobile advertising growth (155 percent premium), says PubMatic
PubMatic announced today the finding that mobile private marketplaces (PMPs) monetized impression volume increased by 37 percent year-over-year (YOY) in Q4 2017, adding to a long growth streak for mobile PMPs now spanning eight consecutive quarters.
mobile PMP eCPMs globally in 2017 were priced at a 155 percent premium, compared to those paid for the average mobile open exchange impression.
“We have seen a profound shift towards supply chain integrity and quality in 2017,” explained Rajeev Goel, co-founder, and CEO of PubMatic. “We expect this trend towards quality and programmatic direct to continue in 2018 as advertisers increasingly demand higher standards for transacting. As an industry, we need to continue our efforts in giving buyers access to highly-engaged mobile audiences in a brand safe environment while providing sellers greater visibility and control.”