The gist: Mobile header bidding impressions increased 50x year-over-year.
More information: “With header bidding nearly de rigueur in the world of ad tech, mobile monetized header bidding impressions increased 50 x year-over-year in Q4 2016, according to PubMatic’s “Quarterly Mobile Index, Q4 2016,” wrote MediaPost.
“Monetized mobile impression volumes transacted via header bidding rose each quarter in 2016, nearly doubling between Q3 and Q4,” the article added.
In other areas of the mobile programmatic space, PubMatic’s report found that “Mobile private marketplace (PMP) impression volume grew more than 200% in Q4 2016, and eCPMs nearly doubled,” per MediaPost. “PubMatic attributed this to media buyers’ shift to programmatic transactions throughout 2016.”