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Data new currency in mobile advertising: Smaato report

Adrian M. Reodique | March 29, 2016
Smaato’s report reveals that advertisers pay significantly more money to publishers that give accurate data.

Smaato, a global real-time advertising platform for mobile publishers and app developers, yesterday (28 March 2016) released its "Global Trends in Mobile Advertising Report" for the fourth quarter of 2015, highlighting the mobile programmatic and advertising landscape worldwide.

According to the report, publishers that are harnessing data experienced triple revenue growth in the fourth quarter of 2015.

Globally, the eCPMs (cost per thousand advertising impressions) for ad impressions without data increases by 42 percent throughout 2015. However, ad impressions that passed data saw eCPMs rose by a staggering 120 percent.

In addition, Smaato also found out that advertisers pay significantly more money to publishers that give accurate data.

"Data truly is the new mobile currency," said Ragnar Kruse, CEO and co-founder of Smaato. "It's a win-win-win. Making use of this data maximises revenue for publishers, allows advertisers to reach their target audience effectively, and the end user gets a better, more relevant ad experience. Now more than ever, it pays to know who your users are."

Throughout 2015, Smaato reported that it is better to have a more accurate location of the data. While eCPMs based on postal code data increased by 74 percent, eCPMs based on GPS coordinates rose by 162 percent.

On top of that, identifying genders is also valuable in the mobile ad industry. According to the report, publishers who are able to differentiate male and female users saw eCPMs increase by 115 percent and 177 percent, respectively.

When it comes to mobile ad impression growth on the Smaato platform, China tops the list with 203 percent in Q4 of 2015 versus the Q4 of 2014. Philippines and Singapore also exhibited an impressive growth with 105 percent and 69 percent, respectively.

China also has the biggest growth on mobile ad spending on the platform with 1,246 percent.   

"Based on quarterly ad spend and growth rates on the Smaato platform, we predict that China will pull even with the U.S. as the world's biggest advertising market on our platform in 2018 (excluding currency fluctuations)," said Smaato in the report. "This prediction is intended as a wake-up call for advertisers and publishers unfamiliar with China's unique mobile market," they added.

The report is based from the analysis of Smaato based on the flow of impressions from their platform, which handles over 300 billon ad impressions monthly. 


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