Header bidding technology for app inventory continues to show significant growth, new research suggests.
For PubMatic, global app impression volumes rose 84% from the first quarter of 2017 through the same period in 2018.
That outpaced the 28% growth rate for mobile web inventory over the same period, according to the publisher-focused sell-side platform.
Apps now account for a firm majority of mobile impressions monetized by PubMatic -- with a 59% share.
Advancements in monetization technology -- such as server-side header bidding integrations -- are encouraging app developers to experiment with their demand partner setups, according to Nishant Khatri, VP of product management at PubMatic.
PubMatic is also seeing growth in mobile advertising via both private marketplaces (PMPs) and the open exchange.
In part, that’s because PMPs and other programmatic direct channels are believed to offer safeguards against fraud and brand risk, as well as increased control for both publishers and buyers.
As a result, mobile PMP impression volumes have expanded 43% from the first quarter of 2017 to the first quarter of 2018.
Over the same period, mobile impressions monetized via the open exchange also experienced growth of 56%, year-over-year.
Header bidding impression volumes rose 70%, year-over-year, with mobile driving the majority of the growth (110% year-over-year).
Technology, news and entertainment & leisure were the top verticals for mobile monetization across both the open exchange and private marketplaces, Pubmatic found.
In the first quarter of the year, average mobile private marketplace CPMs offered a 170% premium over those for the open exchange.
Meanwhile, mobile video advertising continued to rise, with almost 40% of video impressions monetized through PubMatic being served on handheld devices in the first quarter of 2018.