Says its ad networks vary in response time from 43 milliseconds to 887 milliseconds.
For the first time, response time of the top-performing ad networks is compared in the Smaato Metrics for January 2010. The response time is a significant consideration for mobile publishers concerned with the best user-experience in ad loading times.
If an ad is requested from a mobile ad network and no ad is available, then a faster response time allows sending this request to one or more ad networks for a chance to get an ad delivered.
Smaato’s metrics are based upon 35 mobile ad networks and over four billion ad requests served by more than 2300 registered mobile publishers in January 2010.
The big surprise in the January stats is the jump of Android click throughs. The Index consists of the average CTR of all devices set to 100. By this measure Android hit 163 in comparison to December 2009 where it was only 65.
As in December 2009 Symbian handsets still hold the highest CTR (173) while iPhone was at 104, with iPod Touch.
The top performing mobile ad network worldwide in the Smaato Index had a fill rate of 89 per cent in January 2010, which is an increase of ten per cent compared to the top performing ad network in December.
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Despite this increase, the average for worldwide ad network fill rate performance declined from 35 per cent to 29 per cent. This confirms that mobile advertising had a strong holiday season in 2009.
