The mobile landscape has transformed dramatically over the past few years. While mobile gaming remains a vital category, consumers now spend more time across a broader universe of apps, from shopping and streaming to lifestyle and productivity. This diversification brings new opportunities for advertisers and developers but also new complexity. How do we create value, transparency, and performance across such a fragmented market?
Industry forecasts show that mobile’s dominance will only strengthen in the years ahead, even as connected TV (CTV) accelerates. eMarketer projects that mobile will capture more than two-thirds of all digital advertising by 2027. This sustained momentum underscores how critical mobile remains in shaping the digital future for both advertisers and publishers.
At PubMatic, we believe the answer, and the opportunity, lies in mobile curation.
Defining Curation for Mobile
Curation has become a hot topic in digital advertising, but in mobile, it carries a unique meaning. Unlike CTV, where inventory sources are consolidated, mobile spans thousands of apps and SDK integrations. Buyers often ask: what does mobile curation actually mean? For us, it’s far more than selecting inventory; it’s about using data, technology, and automation to find the right audience, match them with the most probable outcome, and deliver measurable performance with a customizable dynamic ad experience, end to end.
By giving buyers and publishers a common language for performance, PubMatic’s approach combines audience precision, outcome‑based optimization, and supply chain efficiency. It’s not just about narrowing inventory; it’s about turning scale into precision through technology, data, and creative innovation. Our goal is to help partners find clarity amid complexity and deliver stronger results across the entire ecosystem.
The Power of the SDK
Turning that vision into reality starts with technology. A key enabler for that connection is our OpenWrap SDK solution.
At the center of our mobile innovation, OpenWrap SDK gives publishers access to premium programmatic demand while preserving a seamless user experience. Our extensive SDK footprint, one of the largest in the market, provides PubMatic with a unique vantage point.
This capability serves both sides of the ecosystem. For advertisers, the SDK enables flexible, immersive experiences within mobile apps. For example, an e‑commerce brand can offer an interactive click‑to‑cart ad where users explore products and add them to their cart, all without leaving the app. This type of integrated, session‑safe interaction extends engagement while keeping the experience fluid and enjoyable.
For developers, the same SDK technology enhances in‑app engagement and monetization. By powering dynamic, brand‑safe campaigns instead of static install ads, publishers can increase revenue and user satisfaction at the same time.
Scaling the Open Internet for Advertisers
The value of this technology becomes even clearer on the buy side. Advertisers are rethinking how they connect with audiences outside walled gardens. Many commerce, pharma, and automotive brands recognize the value of closed ecosystems but want more transparency, flexibility, and control. They also want to maintain the rich, interactive experiences they’re used to on social platforms.
With PubMatic, they can bring those advantages to the open internet. Our solutions bridge the gap between walled garden engagement and open internet scale, allowing buyers to expand reach without losing identity precision or creative freedom.
With solutions like our curation platform, Connect, and OpenWrap SDK, advertisers can activate first‑party data, leverage cross‑device ID graphs, and access curated audience segments across formats and screens. This allows marketers to achieve measurable reach and performance across a more diverse mix of mobile inventory, without sacrificing the creative quality or user experience they expect from walled gardens.
Efficiency, Sustainability, and Shared Success
Curation’s advantages extend beyond audience targeting to operational efficiency and sustainability. Our technology enables intelligent traffic shaping and data optimization, minimizing redundant processing and reducing data‑center demands. The result: faster campaigns, leaner operations, and a smaller carbon footprint.
More importantly, it drives collaboration. We partner closely with buyers and publishers to design curated supply paths and deal structures that align with each partner’s success metrics, whether that’s viewability, engagement, or conversion rate. True curation isn’t a one‑size‑fits‑all solution; it’s a shared strategy grounded in transparency and performance.
Looking Ahead
The opportunities for mobile advertising continue to grow. Developers are exploring new monetization paths, while advertisers are expanding reach and performance in open environments. This convergence of creativity, commerce, and technology is where the next wave of mobile growth will be defined – and where we are already investing.
By combining our scaled SDK footprint, advanced data capabilities through Connect, and unwavering focus on transparency, PubMatic is defining what mobile curation truly means. The future of mobile advertising will be open, efficient, and value‑driven. PubMatic is proud to help lead the way.
Get in touch to learn how PubMatic is powering smarter, more sustainable growth across the mobile ecosystem.
