Advertiser and demand-side platform demand for mobile ad impressions (both in-app and otherwise) through real-time bidding (RTB) rose from 0.4 bids per impression request in January to 1.6 in June, with a peak of 1.7 in May, according to Please login or create an account in order to access this content. an August 2012 report from MoPub. That competition drove volatility in auction win rates early in the year, from a low of 18% in January to a high of 53% in February, stabilizing at 37-38% in the last two months of H1.
Comparing the major operating systems, the report finds that iOS commanded the higher eCPM over Android in Q2, with the former ranging between $0.80-$0.91, compared to the latter’s range of $0.39-$0.52. Relative to the average eCPM, iOS commanded between 17% and 23% above the average, compared to Android’s 33%-41% below-average.