Our Marketplace Report explores mobile programmatic trends. This edition covers Q1 2015 and discusses: --Moments (such as the Super Bowl) matter on mobile --Interstitial and native ad formats increase popularity and performance --Video produces strong results

1. Marketplace report
Q1 2015

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About the report
• The Mobile Advertising Marketplace Report provides market data from real-time bidded auctions for mobile ad impressions,
aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, one of the world’s
leading advertising exchanges for mobile apps.
• MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers, agencies and their trading desks,
and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an efficient, real-time
market. MoPub Marketplace data is representative of over 31,000 active mobile apps, more than 264 billion monthly ad
requests, more than 1 billion unique devices, and 155+ demandside platforms.
• The data reflected here is solely representative of exchange-traded media on MoPub Marketplace and does not include any
ad network or ad network mediation data.
• The information contained herein is based on internal data and data from a third party, and may be subject to errors
and omissions.
• Each ad campaign is different. Questions, comments, or data inquiries about this report can be sent to
MoPub-datareports@twitter.com
© MoPub, Inc. 2015. All Rights Reserved.
Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of Twitter, Inc. and MoPub, Inc. respectively. All other trademarks and logos
are the property of their respective owners. This data is provided for information purposes only and while efforts are made to ensure accuracy, errors may arise.

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Summary highlights
Moments matter on mobile
TV wasn’t the only investment brands made during the Super Bowl, as mobile
spend exploded during the course of the game.
Interstitial and Native ad formats increase
popularity and performance
Interstitial popularity and performance soar while Native expands broadly into new
publisher categories.
Video produces strong Q1 results
Publishers won big early in the year with Video ad units.

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Moments matter
on mobile
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Interstitial and Native ad
formats increase popularity
and performance
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Interstitials have drastically grown in popularity among publishers. The format saw a 276% increase in
auction volume in Q1 2015 vs. the same time last year. It’s no wonder publishers continue to adopt the
format considering the already-high eCPMs saw an 19% increase in price over the same period.
Interstitial popularity, performance soars

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Banner inventory continue to grow and
perform for publishers
Banners still do their job — and do it very well. Publishers contributed to more than tripling the Q1 2015
auction volume year over year while monetizing at a higher rate than the same period a year ago.

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Interstitials nearly reach par with
banners for app monetization
While banners continue to perform
for publishers and advertisers alike,
Q1 2015 saw interstitials substantially
close the gap in revenue doled out to
app developers vs. the same period
a year ago. As we saw earlier,
publishers have become enamored
with interstitials — both static and
video; and this revenue gap has
narrowed thanks to an increase of
276% in interstitial auction volume in
Q1 2015 vs. Q1 2014.

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Device ID is key for publishers to maximize
monetization regardless of ad format
To no one's surprise, more data
leads to better app monetization.
Passing Device ID is table stakes
for publishers now, and those who
passed their Device ID in their bid
requests monetized all ad units at,
on average, 2.9x higher prices than
those who did not in Q1 2015.
*Device ID measured by publishers passing iOS IDFA
or Android Advertising ID

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Video produces strong
Q1 results
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Video produces strong Q1 results
Despite typical downward pressures on revenue and eCPM, publishers leveraging video
overcame the odds with big Q1 earnings.

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Non-skippable video monetizes
better for publishers
App developers deciding between
video formats found different
results — as non-skippable video
prices were, on average, worth
38% more than their skippable
counterparts.
*Video ads measuring 0-15 seconds in length are
treated as non-skippable, while video ads longer than
15 seconds are treated as skippable.

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About MoPub
MoPub is one of the world’s leading ad servers for mobile application publishers, designed to drive
more ad revenue through a single solution. We offer a sophisticated, full-featured monetization
platform for mobile app publishers that combines real-time bidding, ad serving, cross-promotional
capabilities and ad network mediation into one, easy-to-use platform. Our real-time bidding
exchange, MoPub Marketplace, gives app publishers the power and flexibility to customize their
monetization strategy for their business goals.
MoPub was acquired by Twitter, Inc. in 2013.
For more information, please visit www.mopub.com and follow MoPub on Twitter at
www.twitter.com/mopub.
For specific data inquiries, email mopub-datareports@twitter.com.