The document provides a summary of key findings from MoPub's Q2 2015 Mobile Advertising Marketplace report. It finds that: 1) Publishers and demand partners found that personal relationships through private marketplaces can maximize the benefits of programmatic mobile advertising for brands. 2) While banners continue to be important, the adoption of newer mobile ad formats like video and native ads by publishers and demand side platforms has become widespread. 3) Programmatic mobile advertising continues to grow internationally, with mobile ad prices increasing 27% on average globally in Q2 2015 compared to the previous year.

1. Marketplace report
Q2 2015

2. MARKETPLACE REPORT
2
About the report
• The Mobile Advertising Marketplace report provides market data from real-time bidded auctions for mobile ad
impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace,
one of the world’s leading advertising exchanges for mobile apps.
• MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers, agencies and their trading
desks, and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an
efficient, real-time market. MoPub Marketplace data is representative of over 31,000 active mobile apps, more than
264 billion monthly ad requests, more than 1 billion unique devices, and 155+ demand-side platforms.
• The data reflected here is solely representative of exchange-traded media on MoPub Marketplace and does not include
any ad network or ad network mediation data.
• The information contained herein is based on internal data and data from a third-party that we do not control, so could
be subject to errors and omissions.
• Questions, comments, or data inquiries about this report can be sent to MoPub-datareports@twitter.com
© MoPub, Inc. 2015. All Rights Reserved.
Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of Twitter, Inc. and MoPub, Inc. respectively. All other trademarks and
logos are the property of their respective owners. This data is provided for information purposes only and while efforts are made to ensure accuracy, errors may arise.

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Summary highlights
Programmatic gets personal
Publishers and demand partners found that personal relationships can maximize the benefits of
programmatic in private marketplaces
New ad formats have become ubiquitous
While banners continue to play a critical role for buyers and sellers, the adoption of newer ad
formats by publishers and DSPs has become pervasive
Mobile programmatic growing internationally
In countries and regions across the world, programmatic advertising continues to grow on mobile

4. Programmatic gets
personal

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Brands highlight fill for publishers in
private marketplaces
Brands accounted for nearly
87% of spend through private
marketplaces in Q2 2015 —
taking advantage of the
opportunity to work directly
with select publishers and
quickly commercialize deals.

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Publishers passing precise location help them
connect to more DSPs, who will spend more
Top publishers earn 8%
higher eCPMs on inventory
when, with user permission,
they pass precise location,
and personalize ad requests.
Furthermore, they open
themselves up to additional
buyers and campaigns that
take place exclusively on
inventory passing location.

10. New ad formats
becoming ubiquitous

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Publishers have adopted newer ad
formats in droves
While banners continue to play a critical role in app monetization strategies, the number of
publishers adopting newer formats like video, interstitials, and native grew significantly into Q2
2015 compared to Q2 2014.

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DSPs have followed suit with the ad format evolution,
being quick to integrate, adopt, and spend
As publishers have continued to bring on board new supply, demand partners have been quick to
follow suit. DSP adoption of video, interstitials, and native has increased rapidly over the past year.

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Growing competition has led to favorable
price increases across new formats
As buyers have latched on to the swift expansion in supply, publishers have enjoyed
strong growth in eCPMs across video, interstitials, and native.

14. Mobile growing
internationally

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Mobile ad prices continue to grow globally
Publishers globally saw prices
increase by an average of 27%
in Q2 2015 compared to the
same period one year ago.

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Brands have ramped up spend across
programmatic
Globally across the Marketplace,
brand advertisers have
increased spend substantially.
The top 25 brands spent 112%
more in Q2 2015 than the same
period a year ago.

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About MoPub
MoPub is one of the world’s leading ad servers for mobile application publishers, designed to drive more ad
revenue through a single solution. We offer a sophisticated, full-featured monetization platform for mobile app
publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network
mediation into one, easy-to-use platform. Our real-time bidding exchange, MoPub Marketplace, gives app
publishers the power and flexibility to customize their monetization strategy for their business goals.
MoPub was acquired by Twitter, Inc. in 2013.
For more information, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub.
For specific data inquiries, email mopub-datareports@twitter.com.