Advertisers shift to mobile private marketplaces

An overview of programmatic advertising volume during the novel coronavirus (COVID-19) outbreak.

Advertisers have shifted to mobile private marketplaces for programmatic advertising during the novel coronavirus (COVID-19) outbreak, according to data from digital advertising company PubMatic.

In-app private marketplaces saw the quickest growth in programmatic ad volume, rising 65% during the outbreak compared to February. However, in-app ad volume for real-time bidding on open markets fell 15% over the same period.

Private marketplaces on mobile web inventory saw strong growth in ad volume during the outbreak, rising 28%. In contrast, desktop PMP fell 20%.

PubMatic also found that in-app private marketplace advertising spend rose rapidlyin the first five...

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