Mobile app inventory has emerged as a key digital display growth driver globally in 2016, with Android apps leading the charge.
Android app eCPMs improved by 79% in Q4 2016 over the same period in 2015, following at least double-digit year over year growth each previous quarter of the year.
Android app eCPMs improved by 79% in Q4 2016 over the same period in 2015, following at least double-digit year over year growth each previous quarter of the year.
Android’s leadership in eCPM growth position was consistent across all regions, and the price gap between iOS and Android inventory was virtually erased globally.
In APAC, the world’s largest mobile phone market overall6, both Android- and Apple-powered devices saw rising eCPM’s, with Android leading the charge with 87% growth year over year in Q4 while iOS eCPMs in the region rose 23% (source : Pubmatic).
