1. Mobile Advertising !
Marketplace Report
2012 Q4

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. Over 180 Tier 1 brand advertisers, including 58 of the top 100
largest advertisers in the world advertise on MoPub Marketplace.
• 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 30 billion monthly ad impressions across
two dozen verticals.
• MoPub is a neutral 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
" Mobile advertising prices rose dramatically in Q4 as advertising season kicked into high gear
with over 50% gains in eCPMs
" iOS experiences the largest spike in eCPMs garnering an average price 66% greater than the
beginning of the quarter
" Holiday click-through rates for iOS and Android stay high even after the New Year holiday
" Prices rise among all devices in Q4, with average eCPMs for the iPad including the new iPad
mini rising to $1.40
" The iPad overtakes the iPhone as the most popular device among advertising sources in the
fourth quarter
" Post-New Year’s eCPMs remain higher across all devices than their early December levels
indicating the spend is not over yet
" Ad performance after New Year’s actually surpass click-through rates during the holidays in
December
" Social networking and sports apps dominate in popularity among advertising sources during Q4,
while health and fitness apps experience the greatest decline
" Rich media ad units receive higher eCPMs but ad performance only moderately improves with
slightly higher click-through rates
MoPub Proprietary Data. For more information contact datareports@mopub.com

4. Mobile advertising prices rise dramatically in Q4 with over
50% gains in eCPMs
$1.20
$1.12
Android +54%
$1.00
$0.81
$0.77
Average
eCPM
$0.80
$0.68
$0.60
$0.57
$0.53
$0.40
iOS +66%
$0.20
$-­‐
Oct
Nov
Dec
Android
iOS
" As Q4 advertising kicks into high gear, iOS experiences the largest spike in eCPMs garnering an
average price 66% greater than the beginning of 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

5. This holiday season, Apple continues to dominate
Android in the operating system competition
eCPMs
Click-Through Rates
$1.40
1.8%
1.7%
$1.25
1.6%
$1.20
$1.07
1.4%
1.4%
$0.97
1.3%
$1.00
$0.91
$0.88
1.2%
1.1%
1.0%
1.0%
$0.80
$0.69
1.0%
$0.60
0.8%
0.6%
$0.40
0.4%
$0.20
0.2%
$0.00
0.0%
Dec.
1
-­‐
14
Dec.
15
-­‐
31
Jan.
1
-­‐
7
Dec.
1
-­‐
14
Dec.
15
-­‐
31
Jan.
1
-­‐
7
Android
iOS
Android
iOS
" Click-through rates and eCPMs remain high even after the New Year for both operating systems
but iOS continues to hold its lead across the board
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. Q4: Is the iPad pulling ahead of other mobile devices?
$1.60
+49%
$1.40
$1.40
+68%
$1.20
+69%
$1.04
$1.02
+54%
$0.99
$1.00
$0.94
$0.80
$0.80
$0.69
$0.66
$0.59
$0.62
$0.57
$0.60
$0.52
$0.40
$0.20
$0.00
Android
Android
tablet
iPhone
iPad
Oct
Nov
Dec
" While prices climbed among all devices in Q4, average eCPMs for the iPad including the new
iPad mini, jumped to $1.40. Holiday ad campaigns also drives dramatic price increases for
Android tablets and iPhones
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. The iPad overtakes the iPhone as the most popular
device among advertising sources in Q4
Real-Time Bidding Demand by Device
6.0
5.3
5.0
5.0
4.6
4.2
4.0
3.0
2.0
1.0
0.0
Android
Android
tablet
iPhone
iPad
" Android tablets continue to lag behind all other devices in popularity among advertising
sources, while iPad impressions garner the most bids on average 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

8. Mobile advertising prices remain high for all devices even
after the New Year holiday
$1.80
$1.60
$1.56
$1.38
$1.40
$1.14
$1.16
$1.17
$1.20
$1.05
$0.97
$1.00
$0.91
$0.88
$0.91
$0.84
$0.80
$0.69
$0.60
$0.40
$0.20
$-­‐
Android
Android
tablet
iPhone
iPad
Dec.
1
-­‐
14
Dec.
15
-­‐
31
Jan.
1
-­‐
7
" As anticipated, publishers saw a major increase in eCPMs during the holidays due to last
minute advertising spend. Surprisingly, post-New Year’s prices remained higher than their
early December levels indicating the spend is not over yet.
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

9. Ad performance after New Year’s actually surpass click-
through rates during the holidays in December
2.5%
+34%
2.2%
Click-through rates (CTRs)
2.0%
1.7%
1.7%
1.5%
1.5%
1.3%
1.1%
1.2%
1.0%
1.0%
1.0%
0.9%
0.8%
0.8%
0.5%
0.0%
Android
Android
tablet
iPhone
iPad
Dec.
1
-­‐
14
Dec.
15
-­‐
31
Jan.
1
-­‐
7
" Despite a decline in ad prices, ad performance after New Year’s increased across all devices.
Click-through rates for iPad impressions rose to over 2 percent.
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

10. Social networking and sports apps dominate in popularity
among advertising sources during Q4
Competitive Factor
0
1
2
3
4
5
6
7
8
social
networking
6.9
sports
5.6
games
5.6
uMliMes
5.1
music
5.0
health
and
fitness
4.3
weather
4.0
news
4.0
producMvity
4.0
entertainment
3.6
business
3.5
lifestyle
3.5
" Real-time bidding competition increased across all categories, with the most popular categories
being social networking and sports. Health and fitness apps demonstrated the biggest drop from
its top ranked spot in Q3.
Notes: Competitive Factor: Represents the average number of bids per auction
MoPub Proprietary Data. For more information contact datareports@mopub.com

11. Are rich media ads actually more effective?
eCPMs
Click-Through Rates
$1.40
1.4%
1.3%
$1.20
$1.16
1.2%
1.1%
1.1%
1.2x
1.6x
1.0%
1.0%
$1.00
1.0%
$0.83
0.8%
$0.77
$0.80
$0.70
0.8%
$0.62
$0.60
$0.55
0.6%
$0.40
0.4%
$0.20
0.2%
$-­‐
0.0%
Oct
Nov
Dec
Oct
Nov
Dec
Non-­‐MRAID
ads
MRAID
ads
Non-­‐MRAID
ads
MRAID
ads
" Rich media ad units receive higher eCPMs but ad performance only moderately improves with
slightly higher click-through rates leaving questions about whether they actually offer a better
user experience
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. Definition of Indices
• Ad performance/Click-through rate: Represents clicks over the number of real-time auctions
• 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

13. 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
nearly $20 million in venture capital from Accel Partners, Jafco Ventures, and Harrison Metal Capital.
MoPub has offices in New York City and San Francisco, where it is headquartered. 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.