In-app advertising: How marketers can take advantage of rising CPMs

Effective cost per thousand (eCPM) in the saw a 27% increase globally in the first quarter of 2019 compared to the previous year as advertisers’ desire to gain the attention of engaged mobile users soared. Delynn Ho, the general manager for APAC at Smaato explains the increase is just like with any dynamic marketplace, where supply and demand determine pricing. She notes this is especially true in many developed countries, where the quantity of smartphone users is relatively fixed and has nearly reached maximum penetration. “In the US, for example, the number of mobile app users is only expected to grow by 3% in 2019 according to eMarketer. However, the competition among advertisers to reach these users is on a sharp incline, leading to rising eCPMs across the Smaato platform,” she explains to The Drum.

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