Mobile monetised impression volume from header bidding rose 12 times year-on-year (YoY) in Q1 2017, a faster growth rate than desktop header bidding impressions.

According to PubMatic, an automation software solutions company for open digital media industry, nearly 25 per cent of total monetised header bidding impressions originated from a mobile in the quarter, up from seven per cent just a year ago. Furthermore, mobile header bidding’s effective cost per mile (eCPM) increased 55 per cent YoY.

“We are at an interesting crossroads where consumers are increasingly engaging with content via mobile devices and marketers are dedicating growing portions of their ad budgets to programmatic channels,” said Rajeev Goel, co-founder and CEO at PubMatic. “The new wave of brand buyers is demanding quality inventory and brand safety, as evidenced by the rise in programmatic direct. Buyers and sellers of digital media need to be sure to work with partners, like PubMatic, who are committed to transparency and maintain the highest quality standards in order to take full advantage of the inherent opportunities in mobile.”

The PubMatic Q1 2017 report also shows that mobile private marketplaces saw impression volume grow by 68 per cent YoY. In addition, video eCPMs on mobile devices grew seven per cent quarter-on-quarter.

Moreover, the impression volume difference between mobile web and mobile app ‘virtually disappeared’ in the quarter, though mobile app continues to yield eCPMs 15 per cent higher than mobile web.

Android’s share of monetised mobile impression volume grew to 71 per cent around the world, mainly driven by the EMEA and APAC regions. In EMEA particularly, mobile publishers saw monetised mobile impression volume grow 15 per cent YoY with eCPMs rising 69 per cent for the same period.