Our most recent Quarterly Mobile Index (QMI) provides actionable insights into mobile advertising trends for publishers and media buyers based on analysis of the terabytes of data behind the billions of impressions running through our platform each day. At PubMatic, we believe that providing access to information on key trends and best practices will help the digital media industry succeed in leveraging the growing opportunities that mobile provides.
The Q4 2016 QMI report identifies six key trends that emerged last quarter, while also providing a full year look back at mobile advertising and monetization in 2016. Major themes include the proliferation of header bidding in mobile web, brand spend shifting to programmatic channels, PMP growth in specific verticals during the holiday season, the maturation of mobile app monetization and the operating system currently driving the most growth.