Global In-App Advertising Trends H1 20191 Global In-App Advertising Trends This report offers key insights into the mobile in-app programmatic advertising landscape based on in-depth analysis of the ad requests, bids, and impressions on the Smaato platform. Please note that this report is a snapshot of trends across Smaatos global base of publishers, advertisers, and mobile app users from H1 2019; specific data and observations may not be comparable with previous reports. In H1 2019, the following in-app advertising trends were observed on the Smaato platform: H1 2019 02 Private Marketplaces Get Big Spending Boosts From Brands As brands look for exclusive access to premium inventory, ad spending via private marketplaces (PMPs) has more than tripled over the past year. The average eCPM for PMP deals is over twice that of open auctions. 01 Apps See Soaring Ad Requests and Ad Prices Competition among advertisers to reach todays engaged mobile app users has led to a 27% global increase in eCPMs. As users spend more time in-app, there was also a rapid rise in mobile ad requests in many markets worldwide.2 Global In-App Advertising Trends H1 2019 05 Spotlight on APAC: In- App Trends in Video Growth and Holiday Ad Spending Advertisers received an influx of video ad requests from top APAC markets in H1 2019, with top countries seeing up to 281% growth. APAC also saw significant uplifts in daily ad spending over holidays such as Ramadan and Lunar New Year. 04 Rich User Data Is a Win- Win for Advertisers and Publishers Mobile apps are home to a wealth of user data data that can increase a publishers eCPMs by up to 2.8X when passed in the ad request. 03 Even in the Era of Native and Video, Banners See Steady Growth More and more advertisers are utilizing the full suite of in-app ad formats, which has led to impressive ad spending growth across rewarded, native, and banner ad formats.