Mobile ad platform Mocean Mobile has released the first State of Mobile Ad Serving industry report in the US, intended to act as a benchmark for the industry. Among the reports findings are that apps for Android phones, iPhone, and iPad are the platforms most aggressively focused on for monetisation – no great surprise there.

The study, carried out by InsightExpress, surveyed those working in mobile or digital in ad operations, sales, and technology functions, and found that 15 per cent of respondents use an in-house or custom ad server. Few respondents, meanwhile, found intra-day reporting (at just 5 per cent) and publisher access for revenue reporting (15 per cent) to be important functions of a mobile ad server.

“This study is essential in helping the industry understand mobile ad networks, app stores and mobile web and app publishers needs,” says Amy Vale, VP, global research and strategic communications, at parent company Mojiva. “Ultimately, these come from what their advertisers are asking of them. If technology partners, like Mocean Mobile, can help deliver on these needs, the industry as a whole will grow.”