A study by Pubmatic has revealed key trends taking place in the mobile market at the moment. It identified that Android apps are rising in value faster than iOS apps, with the former seeing 147% year-on-year growth compared to the latter's 62%. It also found that the average mobile CPM is rising in affluent markets such as the Americas and EMEA, but falling in poorer regions such as the Asia-Pacific market. The study suggested that programmatic advertising may be key to improving mobile CPMs in these regions. The study also identified that popular sporting events seem to increase spending in mobile private marketplaces, as advertisers focused on targeting users who were watching the events on their mobile devices.