Mobile Advertising: Q2 2015 Marketplace Report

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Marketplace report Q2 2015

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MARKETPLACE REPORT About the report • The Mobile Advertising Marketplace report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, 
 one of the world’s leading advertising exchanges for mobile apps. • MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers, agencies and their trading desks, and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an efficient, real-time market. MoPub Marketplace data is representative of over 31,000 active mobile apps, more than 
 264 billion monthly ad requests, more than 1 billion unique devices, and 155+ demand-side platforms. • The data reflected here is solely representative of exchange-traded media on MoPub Marketplace and does not include any ad network or ad network mediation data. • The information contained herein is based on internal data and data from a third-party that we do not control, so could be subject to errors and omissions. • Questions, comments, or data inquiries about this report can be sent to MoPub-datareports@twitter.com © MoPub, Inc. 2015. All Rights Reserved. Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of Twitter, Inc. and MoPub, Inc. respectively. All other trademarks and logos are the property of their respective owners. This data is provided for information purposes only and while efforts are made to ensure accuracy, errors may arise. 2

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MARKETPLACE REPORT Summary highlights Programmatic gets personal Publishers and demand partners found that personal relationships can maximize the benefits of programmatic in private marketplaces New ad formats have become ubiquitous While banners continue to play a critical role for buyers and sellers, the adoption of newer ad formats by publishers and DSPs has become pervasive Mobile programmatic growing internationally In countries and regions across the world, programmatic advertising continues to grow on mobile 3

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Programmatic gets personal

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MARKETPLACE REPORT Brands highlight fill for publishers in private marketplaces Brands accounted for nearly 87% of spend through private marketplaces in Q2 2015 — taking advantage of the opportunity to work directly with select publishers and quickly commercialize deals. 8

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MARKETPLACE REPORT Publishers passing precise location help them connect to more DSPs, who will spend more Top publishers earn 8% higher eCPMs on inventory when, with user permission, they pass precise location, and personalize ad requests. Furthermore, they open themselves up to additional buyers and campaigns that take place exclusively on inventory passing location. 9

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New ad formats
 becoming ubiquitous

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MARKETPLACE REPORT Publishers have adopted newer ad formats in droves While banners continue to play a critical role in app monetization strategies, the number of publishers adopting newer formats like video, interstitials, and native grew significantly into Q2 2015 compared to Q2 2014. 11

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MARKETPLACE REPORT DSPs have followed suit with the ad format evolution, being quick to integrate, adopt, and spend As publishers have continued to bring on board new supply, demand partners have been quick to follow suit. DSP adoption of video, interstitials, and native has increased rapidly over the past year. 12

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MARKETPLACE REPORT Growing competition has led to favorable price increases across new formats As buyers have latched on to the swift expansion in supply, publishers have enjoyed strong growth in eCPMs across video, interstitials, and native. 13

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Mobile growing

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MARKETPLACE REPORT Mobile ad prices continue to grow globally Publishers globally saw prices increase by an average of 27% in Q2 2015 compared to the same period one year ago. 15

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MARKETPLACE REPORT Brands have ramped up spend across programmatic Globally across the Marketplace, brand advertisers have increased spend substantially. The top 25 brands spent 112% more in Q2 2015 than the same period a year ago. 16

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MARKETPLACE REPORT About MoPub MoPub is one of the world’s leading ad servers for mobile application publishers, designed to drive more ad revenue through a single solution. We offer a sophisticated, full-featured monetization platform for mobile app publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network mediation into one, easy-to-use platform. Our real-time bidding exchange, MoPub Marketplace, gives app publishers the power and flexibility to customize their monetization strategy for their business goals. MoPub was acquired by Twitter, Inc. in 2013. For more information, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub. For specific data inquiries, email mopub-datareports@twitter.com. 18

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