In-app advertising rebounds, shaking off fraud concerns

By Mariam Cheik-Hussein | 22 August 2019

In-app advertising has bounced back after falling last year amid fraud concerns, according to analysts.

Pubmatic’s Quarterly Mobile Index report analyses more than 13 trillion advertiser bids transacted across its platform and compares them to published data. 

It found that after a 10% decline last year due to fraud concerns, in-app inventory rebounded by 26%.

The report estimates that the APAC region will be the biggest area of growth for in-app advertising. It’s expected to account for 34% of the world’s spending by 2022, up from 32% this year. Meanwhile North America is expected to decline to 44% from 48% over the same period. 

Seeking safety from fraud concerns, private marketplaces (PMP) is set to become the dominant approach to programmatic advertising as soon as next year. The report estimates advertisers will spend $27 billion in digital display spending in 2020, over half of that will be through PMPs.

 

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APAC is experiencing the biggest growth

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PMP has been increasingly rapidly

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