*Unclassified captures impressions from user agents who are known to be valid, as per industry sources, but whose platform or device we are unable to identify. Previously filtered out of net impressions, they are now counted as valid impressions in this new category.

Percent of Impressions by Device

Mobile overtook both desktop and tablets in impressions served in 2017, ending Q4 with 39% vs 28% for desktop and just 13% for tablets.

As publisher workflows and technologies improve in the realm of CTV, we saw an increase in 3rd party ad-serving and measurement on living room screens.