Starting this month, the report also covers app-ads.txt alongside ads.txt, bringing mobile and connected app inventory into the same view. The market added 591.9k lines and removed 300.2k, for a net change of +291.7k. Much of that jump comes from app supply entering the dataset for the first time, so this month sets a new baseline rather than continuing the old one.
- Resellers added more lines than direct this month, but the two moved differently. Publishers added almost two and a half direct lines for every one they removed, against about one and three quarters for resellers. Direct lines were removed less often relative to additions, even in a month of broad expansion.
- With app-ads.txt files being added rather than pruned, the cutting cycle that dominated recent months is masked for now. The underlying web consolidation has not stopped, it is simply running alongside a much larger wave of new app supply.
With app inventory now in scope, the line counts reset to a new baseline. Here are the SSPs with the largest net line gains this month.
- Rubicon (Magnite) led all SSPs at 1,882 lines. Its mobile in-app business has been one of the company’s faster growing segments, supported by its SDK strategy, deeper DSP integrations and new publisher onboarding, which puts it in a strong position as app inventory enters the dataset.
- OpenX, AppNexus and Index Exchange follow, all large exchanges with broad publisher footprints. Sovrn rounds out the five at 800 and is the only publisher-side platform in the group rather than a pure exchange. Its flat CPM pricing, extended this year to reach smaller publishers, lines up with where it shows on the next page.
Want to know more? Please download the full report for a detailed breakdown.
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