1. Mobile Advertising Insights
Q3 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
• Pricing in Q3 has held near all-time highs, defying traditional summer
slowdown with Competitive Factor up 30%
• eCPM increased 9% Q/Q, maintaining strong Q2 numbers
• For the first time ever, we saw banners outpace interstitials, with an
increase of 25% in bid depth
• Interstitials saw an increase in eCPM, ending the quarter at $2.99 from
$1.92 average in Q2, an increase of 55%
• iOS7 adoption was rapid, with over 88 million uniques in the first
two weeks after launch (50% of iOS devices)

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.
Pricing in Q3 has held near all-time highs, defying traditional
summer slowdown
$0
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
May 2012 Jul 12 Sep 12 Nov 12 Jan 2013 Mar 13 May 13 Jul 13 Sep 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
$0.98 $0.99 $0.99
Effect of Demand on Pricing on MoPub Marketplace (Banners + Interstitials) - May 2012 to Sep 2013
eCPM Competitive Factor
Q3 ’12 metrics showed a 10% drop in overall pricing, however Q3 ’13 was not materially
lower, holding near $1.00 eCPM, and an increased Competitive Factor Q/Q

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.
Surging bid depth and competitive factor supported the pricing
consistency in Q3
0.50
0.78
1.05
1.33
1.60
Q113 Q213 Jul 13 Aug 13 Sep 13
1.54
1.491.48
1.26
0.60
Bid Depth
4.00
4.88
5.75
6.63
7.50
Q113 Q213 Jul 13 Aug 13 Sep 13
7.05
7.507.49
5.63
4.55
Competitive Factor
September produced record highs in our key buy-side metrics of Bid Depth, up 20% Q/Q to
1.54 average bids per auction. Competitive Factor saw an uptick in August at 7.50 and grew
30% Q/Q to an average of 7.35 in Q3 (from 5.63 average in Q2 ’13)
+20% +30%

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.
Interstitials saw a first ever decrease in their demand as
banners were up in Q3 for the first time ever
0.50
0.75
1.00
1.25
1.50
1.75
Q113 Q213 Jul 13 Aug 13 Sep 13
1.31
1.46
1.38
1.57
0.65
1.59
1.54
1.51
1.24
0.57
Bid Depth
Banners finally had their day as their
bid depth outpaced that of interstitials
for the first time, with an increase of
25% in bid depth
eCPMs on banners saw growth
ending Q3 at $0.78 ($0.72 average in
Q2)
Interstitials saw an dramatic increase
in eCPM, ending the quarter at $2.99
from $1.92 average in Q2 ’13), an
increase of 55%
Banner Interstitial

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.
iPhone continues to dominate iPad in bid depth, with an
increase of 20% from Q2 ‘13
0.40
0.72
1.04
1.36
1.68
2.00
Q113 Q213 Jul 13 Aug 13 Sep 13
1.84
1.701.72
1.55
0.72
1.44
1.24
1.49
1.36
0.95
Bid Depth
Bid Depth for iPhone maintained its
growth to an all time high of 1.84
compared to the iPad. This is an
increase of 20% from Q2 ‘13.
Historically, the iPad has tended to
demonstrate higher Bid Depth than
iPhone.
Competitive Factor showed
consistent growth for both: iPhone
grew to 7.96 from 7.03 (+10%), and
the iPad grew only to 6.14 from 5.80
(+10%).
iPad iPhone

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.
iOS devices command a pricing premium, but Android is
maintaining strong growth and continues to close the gap
Android’s eCPM was $0.84 in Sep vs. iOS eCPM of $1.13
$0.25
$0.50
$0.75
$1.00
$1.25
Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
$0.84
$0.91$0.90
$0.84
$0.74
$0.62
$0.50$0.49
$0.62
$1.13
$1.06$1.06
$1.16
$1.04
$0.95$0.93
$0.69
$0.84
iOS Android

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.
iOS7 adoption is rapid - over 20M DAUs seen within the first
two weeks
0
4,000,000
8,000,000
12,000,000
16,000,000
20,000,000
Sep 9 Sep 11 Sep 13 Sep 15 Sep 17 Sep 19 Sep 21 Sep 23 Sep 25 Sep 27 Sep 29
Daily Unique iOS7 Devices seen on MoPub from Sep 9 to Sep 30, 2013 (Launched on Sep 10)
iOS7 Daily Active Users (DAUs)

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.
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

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.
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
12B
24B
36B
48B
60B
Jan 12 May Sep Jan 13 May Sep
Auctions / Month - 2012-13

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