Many consumers have made mobile devices their primary digital interface. Forrester expects that "the majority of ad dollars will be spent on mobile even as consumers aren't leaving their houses as frequently."¹ Advertisers are increasingly looking to in-app opportunities.

To explore this topic, PubMatic commissioned Forrester Consulting to understand the state of in-app advertising in APAC. Forrester found the majority of advertising budgets are being allocated to digital media and within this, mobile in-app has emerged as the channel capturing the most digital advertising spend today.

The outlook for programmatic in-app mobile advertising in APAC is bright. Advertisers are increasingly leveraging programmatic in-app advertising in their client's media plans and are starting to focus in-app efforts on branding. As APAC advertisers increasingly rely on programmatic in-app advertising, they're realizing better customer engagement, more effective targeting and extending reach.

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