Manhattan, New York – October 3, 2019 – Advertly, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its global mobile RTB Insights Report for Q2 2019. The report is an in-depth analysis of worldwide exchange data, auctions, bids and impressions across Advertly’s SMX platform. It highlights the continued growth of mobile RTB in 2019 and the growing importance of data in mobile advertising across all regions.
Advertly owns and operates the leading global mobile RTB ad exchange and SSP. Advertly’s SMX platform serves 50 billion+ ad impressions per month to 250M+ unique visitors in US, EMEA and APAC regions.
“Approximately 65 percent of our publishers want to monetize mobile apps and the rest is mobile web sites,” said Maria A, Account Manager at Advertly. “With roughly 466% year-to-year growth in programmatic in-app advertising spend, mobile app developers want to have full control of their inventory and data in a self-serve model.
Programmatic Direct is an attempt to bridge the issues between access and control, and between publisher value and advertiser commitment. Advertly notes that, when a publisher reaches a scale where these types of decisions need to be addressed, using a monetization platform that allows for Programmatic Direct buying is an effective way to offer a more premium inventory to RTB buyers. It allows publishers to move the bar between Direct and Indirect more toward the center of the equation.
RTB at its core provides a way for advertisers to determine the value of the user, as well as the audience they are attempting to reach, on an impression-by-impression basis. The ability to make this valuation in real time, in a competitive environment, means that publishers are able to maximize the value of each of those impressions.
According to Gartner, global mobile advertising spending is forecast to reach $21.0 billion in 2015, up from the estimated $21 billion in 2015. At Advertly the above growth rate is much higher because Advertly’s global mobile RTB ad-exchange has seen global brand spend increase significantly for APAC inventory. In Advertly’s Q1 2019 Mobile RTB report 89 of top 100 Adage brands had bought media through our demand partners on the SMX exchange. Most importantly Gartner expects the high-growth economies of China and India to contribute increasingly to mobile advertising growth as their expanding middle classes present attractive markets for global and local brands.
Data drives eCPM’s higher
Through the efficiencies and technological advances of RTB ad exchanges, advertisers were better able to match brands and messages with their target audiences in Q4 2019. When location and device ID data are present in a SMX bid request, eCPMs increased by up to 264%. Presence of gender and age data increased eCPMs by more than 150% as well.
Demand for mobile publishers and developers is on the rise
The growth in mobile RTB continues to produce staggering numbers, as aggregate RTB performance on SMX saw a 466% increase throughout 2019. Furthermore, fill rates also grew significantly in Q4. The largest fill increases were seen in the U.S. market: +72% for ad networks and +106% for RTB respectively in Q4 in comparison to Q3.
Mobile RTB ad spend is the fastest growth channel going into 2015
In Q4 2019 the U.S. clearly led the global mobile RTB revenue followed by United Kingdom, Germany, and France. Certain APAC and Latin America markets have seen the largest % increase in ad spend. Some of the notable countries were: Brazil (+440%), Netherlands (+142%), Australia (+107%), and Canada (+92%) all experiencing double-or-triple digit RTB growth in Q4 compared to Q3.
Entertainment and CPG were the top spending advertiser categories
Furthermore, the advertiser category with the highest percentage of mobile RTB ad spending in Q4 was entertainment and media with 20%, followed by food and retail (18%), technology and telecom (18%) and business and finance (12%). Overall Q4 2019 saw increased brand attention and budget towards mobile RTB as data and targeting continuously improved
Publishers running ad inventory through Advertly will benefit both from the increase in the value of their ad inventory driven by the audience segments as well as from the increase in relevance of the ads seen by their users. Demand Side Platforms (DSPs) and Ad Networks connected to Advertly will benefit by being able to offer their advertisers enhanced targeting capabilities. Advertisers will benefit by increasing the effectiveness of their ad spend by being able to better reach their desired audience.
Advertly currently has 29 employees and is rapidly growing, with 20 open jobs in its offices in USA, EUROPE and ASIA.