Industry's First Mobile Monetization Benchmarks by SOOMLA

TEL AVIV, Israel, March 1, 2018 /PRNewswire/ -- SOOMLA, an innovator in mobile ad measurement, released today its Q1 2018: Monetization Benchmarks Report, giving an in-depth comparison of eCPMs for 1st impressions and overall and providing a ranking of monetization providers in the mobile industry.  

The majority of mobile apps today already utilize advertising as a monetization channel, however most publishers only know the average eCPM rates they earn. At the same time, direct deals between publishers, advertisers and ad-networks usually seek to secure the first impression shown in the session against a very high CPM. By providing data about average 1st impression eCPM in comparison to overall average eCPM, SOOMLA aims to give all parties critical benchmarks for negotiating such deals. 

The report is based on information collected through SOOMLA's platform, spanning a period of 3 months in which over 30 million users across 8 countries produced over 600 million impressions.  The analysis breaks down per country, platform, ad type, as well as per ad network and advertiser. 

Yaniv Nizan, Co-founder and CEO of SOOMLA, said: "The focus on the 1st impression is becoming critical for app monetization.  When monetization providers and advertisers are paying significantly more for 1st impressions, you need to adjust accordingly.  Our aim is to provide a full scope analysis that will benefit not just app publishers, but rather all parties involved."

Key Report Insights:

  • Advertisers and monetization providers are clearly paying a premium for first impressions. The premium can be as high as 100% of the average eCPM , sometimes higher.
  • Monetization providers and advertisers have different bidding strategies when it comes to first impressions. Some are more aggressive while others seem indifferent to the impression sequence.
  • Games tend to have a bigger focus on getting the 1st impression in comparison to non-gaming advertisers who appear to be indifferent to whether or not they are shown 1st.
  • There are a few advertisers who repeatedly show up in the top 10 across different ad formats and platforms. They are able to do that by having a clear data advantage. When negotiating prices for 1st impression - make sure you have enough data.

Additionally, the report has a section dedicated to top performing advertisers per ad type and platform. Ad-networks will be able to see which advertisers are buying aggressively for each ad format and platform, while publishers can gain valuable insight on which advertisers are a potential fit for direct deals.


Founded in 2012, SOOMLA is a market leader in monetization measurement. Its technology gives mobile app publishers insight into the revenue they are making from advertising as well as critical visibility into what ads are placed in their app. The platform makes these insights accessible to customers specifically by tracking revenue per user, per segment, per cohort and per traffic source.  SOOMLA is used by 6 of the top 25 game publishers to make better monetization decisions. For more information, visit SOOMLA.


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