Mobile Programmatic Ad Spending Share, In-App vs. Mobile Web, by Country
Mobile Ad Performance Benchmarks, North America
Geography:
In-App vs Mobile Web
Mobile Programmatic Ad Spending Share
Mobile Display
Overall Performance Metrics
In-View Rates
In-View Times
Mobile Email
Open Share, by Device & Industry
Click Share, by Device & Industry
Mobile Video
Overall Performance Metrics
Geography:
North America
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Mobile Programmatic Ad Spending Share, In-App vs. Mobile Web, by Country, North America

% of total
TimeframeQ4 2016Q1 2017Q2 2017Q3 2017Q4 2017
In-App
– Canada
87.0%
93.0%
97.0%
98.0%
99.0%
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– US
84.0%
94.0%
97.0%
98.0%
98.0%
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Mobile Web
– Canada
13.0%
7.0%
3.0%
2.0%
1.0%
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– US
16.0%
6.0%
3.0%
2.0%
2.0%
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Source: Smaato

Note: represents activity on Smaato's platform, broader industry metrics may vary

Methodology: Data is from the quarterly Smaato reports titled "Global Trends in Mobile Advertising." The reports are based on 500+ billion mobile programmatic ad impressions worldwide served each month via Smaato's platform. The impressions are auctioned through a network of 450+ demand partners. For data broken out by app category, IAB codes refer to those published by the IAB in "OpenRTB API Specification Version 2.3.1" revised June 2015. Smaato is an advertising platform for mobile publishers and app developers.