1. Mobile Advertising
Marketplace Report
2012 Q3

2. About the report
• The Mobile Advertising: Marketplace Report provides market data from real-time bidded
auctions for mobile ad impressions, aggregated from smartphone applications, advertisers and
demand side platforms on MoPub Marketplace, the mobile ad exchange product of MoPub,
the world’s leading advertising server for smartphone apps.
• MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their
representatives can bid on ad inventory from thousands of smartphone application publishers in
an efficient, real-time market.
• 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.
• MoPub Marketplace suppliers are smartphone application publishers from the U.S., Europe,
Asia, and Latin America. The data is representative of 20 billion monthly ad impressions across
two dozen verticals.
• MoPub is a neutral, independent, and private entity. MoPub does not sell advertising nor do we
buy inventory. For more information about MoPub, see report appendix or email
info@mopub.com.
• Questions, comments, or data inquiries about this report can be sent to
datareports@mopub.com.

3. Summary highlights
" Real-time bidding picks up speed in Q3, with winning auctions increasing by 162% as
compared to Q2
" While iOS impressions continue to garner a price premium over Android, Android eCPMs rose
26% in Q3 to narrow the difference to 29 cents
" While eCPMs generally held strong or increased in Q3, impressions on the iPad, Android tablets,
and phones demonstrated the most significant gains in eCPMs throughout the quarter
" Among Apple and Android devices, the iPhone remains the most in demand with an average
Competitive Factor of 3.5
" Health and fitness, news, and entertainment impressions were the most popular verticals among
advertisers and demand sources
" Rich media pays off for publishers with demand sources paying 1.5x higher eCPMs for MRAID-
compliant inventory
" Publishers passing critical keyword information receive at least 1.4x higher eCPMs than
impressions without keyword data
" Medium rectangles and traditional banners saw the greatest gains in eCPMs, with increases of
42% and 20% respectively; eCPMs for iPad banners also rose by 11%
MoPub Proprietary Data. For more information contact datareports@mopub.com

4. Real-time bidding picks up speed in Q3, with winning
auctions increasing by 162%
280%
260%
240%
Trend
in
Win
Rate
220%
+162%
200%
180%
160%
140%
120%
100%
7/1/12
July
8/1/12
Aug
9/1/12
Sept
" Winning auctions grew 162% since Q2, with more impressions being won through real-time
bidding than ever before even with a growing supply of mobile advertising inventory
Notes: Auction Win Rate: Represents the share of real-time auctions with winning bids.
MoPub Proprietary Data. For more information contact datareports@mopub.com

5. While eCPMs for iOS still dominate, Android eCPMs rise
26%
$0.80
$0.70
$0.72
$0.70
$0.68
$0.60
Average eCPM
$0.50
$0.42
$0.43
$0.40
$0.34
$0.30
+26%
$0.20
$0.10
$0.00
July
Aug
Sept
iOS
Android
" While advertisers and Demand Side Platforms still placed a premium on iOS impressions, Android
eCPMs rose dramatically in Q3 to close the gap to under 30 cents
Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.
MoPub Proprietary Data. For more information contact datareports@mopub.com

6. Operating systems converge in eCPM despite a iOS6
September bump for Apple
30%
16%
18%
20%
13%
Deviation from average eCPM
10%
0%
Avg eCPM
July
Aug
Sept
-­‐10%
-­‐20%
-­‐30%
-­‐40%
-­‐36%
-­‐40%
-­‐50%
-­‐60%
-­‐70%
-­‐71%
-­‐80%
iOS
Android
" While prices for Android and iOS impressions converged in Q3, the launch of iPhone 5 in late
September provided Apple with eCPMs still 18% above the average eCPM
Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.
MoPub Proprietary Data. For more information contact datareports@mopub.com

7. Tablets and Android phones lead the way in devices
+7%
$1.00
$0.92
$0.94
$0.88
$0.90
$0.80
$0.70
$0.67
$0.65
$0.68
$0.67
+30%
$0.61
$0.62
$0.60
eCPMs
+26%
$0.50
$0.48
$0.45
$0.42
$0.43
$0.40
$0.37
$0.34
$0.30
$0.20
$0.10
$-­‐
Android
phone
Android
tablet
iPhone
iPod
touch
iPad
July
Aug
Sept
" While eCPMs generally held strong or increased in Q3, impressions on the iPad and both
Android tablets and phones demonstrated the most significant gains in eCPMs throughout
the quarter
Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.
MoPub Proprietary Data. For more information contact datareports@mopub.com

8. The iPhone maintains its lead as the most popular
device among advertisers in Q3
4.0
3.5
3.5
3.0
3.0
3.0
2.8
Competitive Factor
2.5
2.0
1.5
1.0
0.5
0.0
Android
phone
Android
tablet
iPad
iPhone
" While Android devices maintained a healthy average of three bids per completed auction, the
iPhone remains the most in demand by Demand Side Platforms and advertisers among
devices
Notes: Competitive Factor: Competitive Factor represents the average number of bids per auction
MoPub Proprietary Data. For more information contact datareports@mopub.com

9. During summer months, health and fitness applications
were the most popular vertical among advertisers
Competitive Factor
0.0
1.0
2.0
3.0
4.0
5.0
6.0
healthcare
and
fitness
4.8
news
4.2
entertainment
3.5
games
3.5
social
networking
3.3
music
3.3
lifestyle
3.1
business
2.7
uHliHes
2.6
weather
2.5
producHvity
2.2
" Demand for health and fitness and news app impressions were the most sought after by demand
sources, followed by gaming and entertainment
Notes: Competitive Factor: Represents the average number of bids per auction
MoPub Proprietary Data. For more information contact datareports@mopub.com

10. Rich media standards pay off for publishers and advertisers
$0.80
$0.74
$0.71
$0.70
$0.60
$0.60
1.5x
1.5x
$0.49
$0.50
eCPM
$0.50
1.4x
$0.44
$0.40
$0.30
$0.20
$0.10
$-­‐
Jul
Aug
Sept
Non-­‐MRAID
ads
MRAID
ads
" Demand sources offered distinctly higher eCPMs at a 1.5x multiple for MRAID-compliant
inventory as compared to non-MRAID impressions
Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.
MoPub Proprietary Data. For more information contact datareports@mopub.com

11. Publishers passing critical keyword information received
distinctly higher eCPMs
$0.90
$0.79
$0.80
$0.71
$0.69
$0.70
1.4x
eCPM
$0.60
$0.57
1.5x
$0.50
1.9x
$0.46
$0.40
$0.36
$0.30
$0.20
$0.10
$-­‐
July
Aug
Sept
Without
keyword
data
With
keyword
data
" Demand sources offered distinctly higher eCPMs, ending Q3 with a 40% premium for
impressions keyword data such as demographic information
Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.
MoPub Proprietary Data. For more information contact datareports@mopub.com

12. Medium rectangles and traditional banners saw the
greatest gains in eCPMs
$2.50
$1.99
$2.00
$1.92
$1.76
$1.50
+42%
+11%
$1.14
$1.07
$1.09
$1.00
$0.90
$0.86
+20%
$0.83
$0.82
$0.72
$0.72
$0.60
$0.54
$0.50
$0.50
$-
Medium
Rectangle
Banner
(320
x
50)
Full
Screen
IntersHHal
iPad
Banner
(728
x
90)
iPad
Full
Screen
IntersHHal
July
Aug
Sept
" Traditional ad formats such as medium rectangles and smartphone banners demonstrated eCPM
increases of 42% and 20% respectively, along with an 11% for iPad banners
Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.
MoPub Proprietary Data. For more information contact datareports@mopub.com

13. Definition of Indices
• Auction Win Rate: Represents the share of real-time auctions with winning bids
• Competitive Factor: Represents the average number of bids per auction
• Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and
represents the price advertisers are willing to pay to reach the developer’s audience

14. About MoPub
MoPub is the world’s leading ad server for smartphone application publishers, designed to drive more
ad revenue through a single solution. We offer the first comprehensive 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. As a pioneer in real-time bidding for mobile, we built
the first transparent market that enables advertisers and other demand side buyers to access billions
of ad impressions with hyper-targeted data from app publishers. Through MoPub's open-source,
flexible SDK, users get complete control and transparency into how much revenue they are receiving
from every ad or campaign.
MoPub was founded in 2010 by an experienced mobile advertising technology team and has raised
over $19 million in venture capital from Accel Partners, Jafco Ventures, and Harrison Metal Capital.
MoPub is headquartered in San Francisco with offices in New York City. For more information, please
visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub.
To receive future reports like these from MoPub, visit www.mopub.com/reports.
For specific data inquiries, email datareports@mopub.com.