Interest in mobile advertising is up, but inventory is not be keeping pace with demand, a trend that may only increase as we head towards a recession. Already, evidence is surfacing that big brands are cutting back on their mobile ad buys, which will make AdMob’s job more difficult since it already doesn’t have enough ad inventory to fill every request coming from publishers. AdMob has been closing the gap slowly, but it’s still not able to fill all of its ad requests. For instance, in the U.S., AdMob served 1.79 billion ads last month, but had requests for 1.99 billion, and globally, it served 4.53 billion ads compared to 5.07 billion requests. As a caveat, AdMob said sometimes it chooses not to send ads.
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