SAN FRANCISCO, Feb. 27, 2019 (GLOBE NEWSWIRE) -- Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today announced results from its Global Trends in Mobile Advertising H2 2018 report. The report reveals important programmatic insights into in-app growth, post-GDPR pricing, advertiser spending, mobile video, holiday spending, and advertising fraud. These key insights will help publishers and advertisers guide their decision-making in 2019 and beyond.

Most important for the in-app advertising industry, Smaato reported significant growth across all key advertising metrics, including ad request volume and eCPMs. As advertisers direct more money into mobile advertising and consumers continue to adopt smartphones around the world, demand and supply both increased year-over-year, indicating a healthy mobile ad market.

  • Smaato experienced a 32% increase in eCPMs when comparing H2 2018 to H2 2017
  • Smaato experienced a 27% increase in mobile ad requests when comparing H2 2018 to H2 2017

The company reported phenomenal growth in several specific countries. Notably, the United States, a mature mobile market, saw a 170% increase in mobile ad requests and a 79% increase in mobile eCPMs. The highest growth region across all metrics was APAC, specifically India which saw a 425% growth in mobile ad requests while Japan experienced a 125% increase in eCPMs. These growth metrics are driven by app developer strategies to better monetize their content in the face of increased consumer activity, as well as increased advertiser interest across all verticals.

“As longtime partners of mobile app developers around the world, we are thrilled to find such impressive growth across both supply and pricing metrics, indicating what we’ve known for many years — that both consumers and advertisers are embracing mobile worldwide,” said Arndt Groth, President at Smaato. “Our H2 2018 mobile advertising report provides a variety of insights that support the continued interest in the mobile advertising market, as well as record-breaking growth in key categories.”

Smaato’s H2 2018 Global Trends in Mobile Advertising report delivers a number of additional insights:

  • EEA inventory grows in value post-GDPR
  • Retailers outspend all other mobile advertisers
  • Rewarded video drives video ad spending growth
  • Cyber Monday and Singles’ Day set mobile records
  • Apps are less prone to fraud than mobile web

To learn more, download Smaato’s H2 2018 Global Trends in Mobile Advertising report here.

About Smaato
Smaato is the leading global real-time mobile advertising platform, connecting 10,000+ advertisers — including 91 of the Top 100 Ad Age brands — with over 90,000 app developers and mobile web publishers. Smaato manages up to 20 billion mobile ad impressions daily and reaches over one billion unique mobile users monthly. Founded in 2005 by mobile pioneers Ragnar Kruse and Petra Vorsteher, Smaato has global headquarters in San Francisco, California, with additional offices in Berlin, Hamburg, New York City, Shanghai, and Singapore. Learn more at

Emily Riley
WIT Strategy