QUARTERLYMOBILEINDEXQ22019PubMatic’sQuarterlyMobileIndex(QMI)reportwascreatedtoprovidebothpublishersandadvertiserswithkeyinsightsintothemobileadvertisingindustry.Byanalyzingover13trillionglobaladvertiserbidsflowingeachmonththroughPubMatic’splatform,wecanobservereal-timedevelopmentsinthemobilespacethatmayalludetobroaderdigitalindustrytrends.Wecanthencomparethisinformationtootherpublisheddatatofurtherunderstandchangesinthemobilelandscape.AtPubMatic,wearecommittedtoprovidingbest-in-classmobiletoolsandservices,andbelievethatinformationsharingiscrucialinaligningthedigitalindustrytowardsbestpracticesand,ultimately,growthinmobileadvertising.Notethatdirectionaldatamightnotbecomparablewithpriorreports.ABOUTPUBMATIC’SQUARTERLYMOBILEINDEXINQ22019,THEFOLLOWINGKEYTRENDSEMERGE:Mobilein-appinventoryunlocksrevenuefortheadvertisingindustry.01KEYTRENDIn-appPMPstakingcenterstageinprogrammaticmediabuying02KEYTRENDVideofuelsin-appmediaspendingduringsignificantpoliticalevents03KEYTREND©2019PUBMATIC,INC.ALLRIGHTSRESERVEDQ22019QUARTERLYMOBILEINDEX/1WHATDOESITMEANFORPUBLISHERSANDADVERTISERS?1“Demystifyingapp-ads.txt,”SamTingleff,IABTechLab,June20191Aftermobileinventoryqualitysetbackswithfraudlastyear,theindustryisevolvingtoincreasinglyleveragePMPstosafeguardtransactions.Theentireindustryiscomingtogethertoaddressin-appqualityconcerns.TheIAB’sapp-ads.txtspecificationisdesignedtocombatfraud,in-appspoofing,andimprovebuyertransparency.Wehaveseensteadygrowthinadoptionrates,butitisimperativethattheindustrypromoteseducationandadoptionamongapppublishersanddevelopersinordertobuildacleanermarketplaceforbuyersandgrowoverallprogrammaticspending.Whilethereistechnicaleducationavailableon“demystifying”theinitiative,betterindustry-widecommunicationaroundthebenefitsofadoptionarestillneeded.1PMPs,providingtransparentadplacement,arecontinuingtogrowinresponsetothelackoftrustintheindustry.2TheupcomingUSpresidentialelectionseasonwillcreateanincrementalrevenueopportunityforpublishers.Followingacaptivea...
