Advertisers have shifted to mobile private marketplaces for programmatic advertising during the novel coronavirus (COVID-19) outbreak, according to data from digital advertising company PubMatic.
In-app private marketplaces saw the quickest growth in programmatic ad volume, rising 65% during the outbreak compared to February. However, in-app ad volume for real-time bidding on open markets fell 15% over the same period.
Private marketplaces on mobile web inventory saw strong growth in ad volume during the outbreak, rising 28%. In contrast, desktop PMP fell 20%.
PubMatic also found that in-app private marketplace advertising spend rose rapidlyin the first five...