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5G to drive mobile video ads: Pubmatic research

Pubmatic has releases its latest mobile ad trends Quarterly Mobile Index (QMI) report, with the potential of 5G to drive mobile video advertising leading the way.

The report predicts the top four trends to watch are:

  • Due to Video, Mobile Ad Spend Accelerates — The promise of 5G has the potential to bring powerful and interactive content and experiences, changing the way and speed at which video is consumed.
  • Mobile In-App Header Bidding Still Needs Time to Grow — Despite recent popularity and publishers’ pressure to optimize mobile in-app header bidding, lack of knowledge has led to new obstacles in adoption.
  • Safety Practices Take Centre Stage as Fraud Rises — The majority of additional programmatic display dollars over the next year will go to private setups like PMPs.   
  • The Opportunity for Growth in APAC is Massive — Marketers in APAC are becoming more knowledgeable in programmatic strategies, illuminating the need to adapt automated ad strategies in other parts of the world.

 “Mobile advertising continues to see monumental increases in spending, while still making strides towards greater transparency and returns, which is hugely important for publishers and advertisers. That said, the industry is only now learning how to properly take advantage of in-app header bidding, which has led to more obstacles,” explained Paulina Klimenko, SVP, Corporate Development and GM, Mobile at PubMatic. “In order to find success, app publishers should consider the differences in header bidding between desktop and in-app and how the implementation efforts will impact their dev teams.”

The full Q1 2019 Quarterly Mobile Index Report can be accessed here.

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