Monday, 19 September 2011
Mobile Ad Networks? Fill Rates Drop, Windows Phone Tops CTRs
Mobile ad optimization platform Smaato, Inc. released the results of its latest mobile advertising report today, for Q2 2011. The findings include a look at mobile ad adoption, fill rates and the overall effect on mobile ad network performance. Smaato's Mobile Metric Report, based on over 80 million ad requests and over 60 connected ad networks across 230 countries, found that ad inventory was increasing at a faster rate than budgets, leading to a decline in advertising fill rates. It also found that Windows Phone led iOS, Android, BlackBerry and Symbian in click-through rates both in the U.S. and worldwide.