The Fiksu Indexes have been an industry staple for more than 4 years, tracking the rise and fall (but mostly rise) of mobile marketing costs and competition. Now we’re thrilled to introduce two new indexes that focus on the open RTB market.
Our CPM index measures the cost per thousand ad impressions across a wide range of exchanges and ad formats, and our new Cost per Purchase (CPP) Index shows the relative price required to capture an app user who takes a targeted action, which is usually a purchase but can be a registration or subscription in some apps.
Together, they can help mobile marketers understand trends in the ecosystem. In this inaugural edition of the indexes, we’re focusing on maturation: while the iOS market shows signs of stability, Android costs are increasing as marketers invest more in advertising.