The cost of displaying ads on iOS in March of this year rose by 46% compared to February, according to the marketing company Fiksu DSP.
The same indicator for the Android platform, on the contrary, decreased by 21% over the same time.
CPM Fluctuations for iOS and Android 03.16-03.17
The March Fiksu indexes show the maximum discrepancy in the value of the price per thousand impressions (CPM) of advertising on leading mobile platforms this year: $5.9 for iOS versus $2 for Android.
At the same time, the average cost of a paying user (CPP) has dropped by a record: by 20% on iOS and by 25% on Android.
“The March CPP cost reduction suggests that marketers are improving their targeting methods and better finding valuable users on mobile devices. It seems that marketers on the Android platform have got used to audience targeting, as evidenced by relatively stable media costs year-on—year and a sharp decline in CPP since 2016,” said the chief Revenue Officer at Fiksu. Matt McGinty.
Source: Venture Beat