MoPub RTB Insights, April 2013

Mobile Advertising Monthly Insights
April 2013
Wednesday, May 8, 13

MoPub Proprietary Data. For more information contact marketing@mopub.com
Market Color
This is our first month of the MoPub monthly insights report, designed to give you a
high level view of programmatic activity in mobile more frequently than the usual
quarterly report. Please let us know what else you’d like to see here!
Highlights
• This month, we saw a strong rebound in all key metrics compared to Q1 2013: bid
depth, eCPM, win rate and eCPC
• Facebook reported their Q1 results and showed “real revenue” from their app install
business, which is likely taking share from lower performing performance channels
• Desktop participants adopting RTB quickly: Turn and AppNexus joined the MoPub
Marketplace in April and are ramping up campaigns this month
• We observed material iOS7 traffic for the first time in late April/early May: roughly
2K monthly unique devices concentrated in US and Vietnam

Platform pricing is outpacing Q3 and early Q4 metrics, as
competition increases for available inventory
$0
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013
2.0
4.0
6.0
8.0
10.0
$0.66 $0.66
$0.55
$0.60 $0.61 $0.63
$0.69
$1.03
$0.77
$0.62
$0.76
$0.81
Effect of Demand on Pricing on MoPub Marketplace (Banners + Interstitials) - May 2012 to Apr 2013
eCPM Competitive Factor
Although Competitive Factor is not as high as we observed in late Q4, it is enough to
move prices considerably higher than even October and November records

Programmatic buying increased in April with Bid Depth up
60% and Win Rate nearly doubling
0
0.25
0.50
0.75
1.00
1.25
Apr 2012 Jan 2013 Apr 2013
0.85
0.51
0.56
Bid Depth
0%
5%
10%
15%
20%
Apr 2012 Jan 2013 Apr 2013
20%
10%
18%
Win Rate
April produced record highs in our key buy-side metrics of Win Rate, which nearly
doubled, and Bid Depth, which was up 66% quarter over quarter
+97%
+66%

Platform-wide eCPM and eCPC showed more modest growth
sequentially Q/Q
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
Jan 2013 Apr 2013
$0.81
$0.77
eCPM (USD)
$0
$0.020
$0.040
$0.060
$0.080
$0.100
Jan 2013 Apr 2013
$0.052
$0.048
eCPC (cost-per-click, USD)
eCPM grew 5% from $0.77 to $0.81, while eCPC increased 8% from $0.048 to $0.052,
indicating a higher overall per-install price platform wide
+5% +3%

Demand has increased 3X for Interstitials compared to
banners, as performance app-install spend grows
0
0.25
0.50
0.75
1.00
1.25
Jan 2013 Apr 2013
1.33
0.31
0.79
0.50
Bid Depth
0%
6%
12%
18%
24%
30%
Jan 2013 Apr 2013
29%
7%
18%
9%
Win Rate
Banner Interstitial
New demand partners have “discovered” interstitial formats and have started to bid
them up substantially just in the last three months
4X 3X

Android still has a 30% discount in pricing compared to iOS,
but Bid Depth increased nearly 2X
Android’s eCPM stayed flat despite increased bid depth; previously unpurchased
Android inventory is now clearing through RTB as Win Rate increased from 8% to 22%
0
0.25
0.50
0.75
1.00
1.25
Jan 2013 Apr 2013
0.87
0.46
0.83
0.54
Bid Depth
$0.20
$0.40
$0.60
$0.80
$1.00
Jan 2013 Apr 2013
$0.62$0.62
$0.95
$0.84
eCPM
iOS Android
-30%

iPad showed better resiliency in Bid Depth and Win Rate
through the traditionally soft Q1 period
0
0.25
0.50
0.75
1.00
1.25
Jan 2013 Apr 2013
1.05
0.62
1.10
0.84
Bid Depth
0%
8%
15%
23%
30%
Jan 2013 Apr 2013
25%
12%
27%
18%
Win Rate
iPad iPhone
Bid depth for iPhone grew 77% compared to growth on the iPad of 33%, but ended
up comparable

iOS6 Adoption is nearly complete with over 90% of iOS
MAUs using a 6.0 version or later
60%
67%
74%
81%
88%
95%
Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013
0M
60M
120M
180M
240M
300M
62M
80M
115M
162M
201M
222M
Unique iOS6 Devices seen on MoPub Marketplace from Nov 2012 - Apr 2013
% iOS Devices using iOS6 iOS6 Monthly Active Users (MAUs)

iPad becoming an increasing share of total iOS footprint,
continuing strong growth even after “iPad Christmas”
0M
60M
120M
180M
240M
300M
Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013
60M
49M
41M
33M
23M
18M
Unique iOS6 Devices seen on MoPub Marketplace from Nov 2012 - Apr 2013
MAU (iPhone + iPod) MAU (iPad)

Three core themes are driving consumer and advertiser
interest in mobile
• Consumers are rapidly adopting smartphone and
tablets for Internet access outside of the workplace
• Mobile apps are an increasing share of time spent on
mobile, as they provide the best experience for
consumers and marketers alike
• Advertisers are adopting programmatic buying mobile
faster than they did in desktop

How to Read the MoPub Marketplace Monthly Insights
Report
The MoPub Marketplace Monthly Insights Report provides market data and insights on the trends of
programmatic buying in mobile advertising. Out conclusions and measurements are based on all of
the auctions that we have conducted from October 2011 to present.
MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their 65+
demand-side partner bidder platforms can bid on 1.5B ad requests every day.
Questions, comments, or data inquiries about this report can be sent to datareports@mopub.com.
RTB Glossary - a deﬁnition of key terms used in this report:
• Bid Depth. The total number of bids received divided by the number of auctions conducted.
This provides a rough measure of overall demand for inventory.
• Competitive Factor. The average number of bids received for all auctions with a winning bid.
• Bid Average. The average of all submitted bids across all auctions.
• Win Rate. The percentage of auctions that had a winning bid that exceeded the publisher’s
ﬂoor price. These auctions are referred to as “won auctions.”
• eCPM. The average clearing price of all won auctions (all auctions are bid on a CPM basis).
• eCPC. The implied CPC on the MoPub exchange, calculated by dividing the total auction
revenue generated by the number of clicks tracked on those purchased impressions.
• Banner. We consider 320x50 and 768x90 to be banner formats. We typically do not include
300x250 in computations as it can be used in a modal or modeless context.
• Interstitial. We consider 320x480 and 1024x768, in both orientations, to be interstitial, or
“modal” formats.
0B
10B
20B
30B
40B
50B
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Auctions / Month - 2012-13

Questions about the Report? Contact:
Natalie Sandoval, natalie@mopub.com

MoPub RTB Insights, April 2013

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MoPub RTB Insights, April 2013