Premium mobile ad exchange Nexage this morning reported that revenues from its real-time bidding platform frew 171% in 2012. Describing it as "above-market growth," Nexage said the momentum was driven by the fact that the overall programmatic marektplace is expanding rapidly, especially from premium publishers and media buyers trading in mobile ad impressions.
Nexage attributed the revenue growth to a 72% expansion in inventory volume and a 164% increase in demand volume, indicating that demand outstripped suppy during 2012, which likely expanded premium pricing.
"Although volume played a crucial role, value proved to be the more important growth driver," the company said as part of the annual update. "Data-enabled impressions more than doubled on the Nexage Exchange, driven in part by a 30% per month growth in location-enabled impressions."
Rich media and video-based impressions grew five times during 2012, which helped expand eCPMs 40% "quarter-over-quarter" during the year.