1. Mobile Advertising Insights
Q2 2013

2. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Market Color
Highlights
• Overall demand on MoPub platform increased significantly in Q2 vs. Q1,
with Competitive Factor up 55% and average eCPM up 33% Q/Q
• eCPM increased 25% to a new high of $1.01, equalling what we
observed in Dec 2012
• In response to high interstitial demand in Q1, we saw publishers add
interstitials at a nearly 2X rate vs. overall MoPub exchange growth
• Android continued to close the gap, as the Bid Average on that platform
hit parity with iOS - doing so for the first time in exchange history
• We now have over 500M monthly active users (MAUs) on the platform

3. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Platform pricing is at Q4 high, as buy-side competition
increases for available inventory
$0
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
May 2012 Jul 2012 Sep 2012 Nov 2012 Jan 2013 Mar 2013 May 2013
2.0
4.0
6.0
8.0
10.0
$0.66 $0.66
$0.55
$0.60 $0.61 $0.63
$0.69
$1.03
$0.77
$0.62
$0.76
$0.81
$0.91
$1.01
Effect of Demand on Pricing on MoPub Marketplace (Banners + Interstitials) - May 2012 to Apr 2013
eCPM Competitive Factor
Competitive Factor has not only grown 50% in May and June vs Q1 - it has also
exceeded the December 2012 high

4. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Pricing continued its upward trend despite more supply being
available in the MoPub exchange
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
Mar 2013 Jun 2013
$1.01
$0.76
eCPM (USD)
$0.010
$0.025
$0.040
$0.055
$0.070
Mar 2013 Jun 2013
$0.059
$0.048
eCPC (cost-per-click, USD)
eCPM grew 25% from $0.76 to $1.01, while eCPC increased 10% from $0.048 to
$0.059, indicating a higher overall per-install price platform wide
+25% +10%

5. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
We attribute rising prices to increased demand participation in
RTB, which we measure via Bid Depth and Competitive Factor
0.25
0.50
0.75
1.00
1.25
1.50
Apr 2013 Jun 2013
1.49
0.85
Bid Depth
0
2.00
4.00
6.00
8.00
Apr 2013 Jun 2013
6.41
4.15
Competitive Factor
June produced record highs in our key buy-side metrics of Bid Depth, up 80% to 1.5
average bids per auction, and Competitive Factor, which increased 55% to 6.4
+80%
+55%

6. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Interstitials continue to command a significant premium
compared to banners, but the gap is closing
0.25
0.60
0.95
1.30
1.65
2.00
Mar 2013 Jun 2013
1.87
1.11
1.47
0.65
Bid Depth
Demand partners are still enamored
with interstitial formats - bid depth has
increased 60% Q/Q and eCPM
cleared $2 in June for the first time
However, banners saw a major boost
with a 126% increase in bid depth Q/
Q and a 50% increase in average price
to $0.82 eCPM
Banner Interstitial
+27%
+70%

7. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Bid Depth on iPhone exceeded iPad for the first time in Q2
0.40
0.72
1.04
1.36
1.68
2.00
Mar 2013 Jun 2013
1.82
0.84
1.59
1.10
Bid Depth
Bid Depth for iPhone grew 125% to
1.82 compared to growth on the iPad
at 50%. Historically, the iPad has
tended to demonstrate higher Bid
Depth than iPhone.
Competitive Factor showed the same
increase for iPhone - it grew to 7.03
from 4.21 (+66%), while the iPad
grew only to 5.11 from 4.65 (+10%).
iPad iPhone

8. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
eCPM on iOS continues to dominate, but Android is closing the
gap rapidly
Android’s eCPM was $0.84 in June (+60%) vs. iOS eCPM of $1.16 (+25%)
$0.25
$0.50
$0.75
$1.00
$1.25
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
$0.84
$0.74
$0.62
$0.50$0.49
$0.62
$1.16
$1.04
$0.95$0.93
$0.69
$0.84
iOS Android

9. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Early iOS7 Beta adoption is rapid - over 100,000 DAUs seen
within the first two weeks after announcement at WWDC
0
30,000
60,000
90,000
120,000
150,000
Jun 9 Jun 11 Jun 13 Jun 15 Jun 17 Jun 19 Jun 21 Jun 23 Jun 25 Jun 27 Jun 29
Unique iOS7 Devices seen on MoPub from Jun 9 to Jun 30, 2013 (Available to devs on Jun 10)
iOS7 Daily Active Users (DAUs)

10. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
Three core themes are driving consumer and advertiser
interest in mobile
• Consumers are rapidly adopting smartphone and
tablets for Internet access outside of the workplace
• Mobile apps are an increasing share of time spent on
mobile, as they provide the best experience for consumers
and marketers alike
• Advertisers are leveraging programmatic buying
mobile faster than they did in desktop

11. © 2013 MoPub, Inc.This report is MoPub Proprietary Data. Please contact us at marketing@mopub.com with questions, or if you’d like to use these stats in your own reports.
How to Read the MoPub Marketplace Monthly Insights Report
The MoPub Marketplace Monthly Insights Report provides market data and insights on the trends of
programmatic buying in mobile advertising. Out conclusions and measurements are based on all of the
auctions that we have conducted from October 2011 to present.
MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their 65+
demand-side partner bidder platforms can bid on 1.5B ad requests every day.
Questions, comments, or data inquiries about this report can be sent to datareports@mopub.com.
RTB Glossary: a definition of key terms used in this report
• Bid Depth. The total number of bids received divided by the number of auctions conducted. This
provides a rough measure of overall demand for inventory.
• Competitive Factor. The average number of bids received for all auctions with a winning bid.
• Bid Average. The average of all submitted bids across all auctions.
• Win Rate. The percentage of auctions that had a winning bid that exceeded the publisher’s floor
price. These auctions are referred to as “won auctions.”
• eCPM. The average clearing price of all won auctions (all auctions are bid on a CPM basis).
• eCPC. The implied CPC on the MoPub exchange, calculated by dividing the total auction revenue
generated by the number of clicks tracked on those purchased impressions.
• Banner. We consider 320x50 and 768x90 to be banner formats. We typically do not include
300x250 in computations as it can be used in a modal or modeless context.
• Interstitial. We consider 320x480 and 1024x768, in both orientations, to be interstitial, or “modal”
formats.
0B
10B
20B
30B
40B
50B
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Auctions / Month - 2012-13

12. Questions about the Report? Contact:
Natalie Sandoval, natalie@mopub.com