Advertisers shift to mobile private marketplaces

An overview of programmatic advertising volume during the novel coronavirus (COVID-19) outbreak.

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.