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S2S to save header bidding from SDK tyranny, report claims

In just one year the tables have turned dramatically, with desktops now woefully inferior in the act of monetizing video impressions when compared with mobile devices, despite enjoying a larger share of daily screen time, according to findings out this week. The ultimate winner here will be mobile header bidding, according to PubMatic, a US provider of programmatic advertising technology. While desktops managed to monetize 76% of impressions through PubMatic in Q3 2017, this figure fell to just 47% in Q3 2018, while mobile soared from 24% to 53% in the same period, as reported in PubMatic’s Quarterly Mobile Index (QMI). It looks more impressive when factoring in that 56% of the time US adults spend streaming video occurs on…

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