AdMob Mobile Metrics Report

AdMob serves ads for more than 4500 mobile web sites. This monthly report offers a snapshot of the data in our network to provide insight into trends in the mobile ecosystem. April 2008

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AdMob Mobile Metrics Report
April 2008 New this Month
New format for the report! The re-design is aimed to make it easier to find what you're looking for. Country and Region growth tracking on the Geographic Distribution of Traffic page. We had several requests for Smartphone OS breakdown so we've added this section for each country on the Manufacturer and Device Share pages. Manufacturer share by Operator for our top 5 markets. See this in the Operator Handset Mix pages.

Contents
Featured in April Geographic Distribution of Traffic Global: Manufacturer and Device Share United States: Manufacturer and Device Share United States: Operator Handset Mix India: Manufacturer and Device Share India: Operator Handset Mix United Kingdom: Manufacturer and Device Share United Kingdom: Operator Handset Mix South Africa: Manufacturer and Device Share South Africa: Operator Handset Mix Indonesia: Manufacturer and Device Share Indonesia: Operator Handset Mix Methodology

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AdMob Mobile Metrics Report
April 2008 Featured: iPhone Traffic Worldwide & iPhone US Network Usage
We continue to receive requests for iPhone data. Below see an April snapshot of how and where the iPhone is being used. Many publishers in the AdMob Network have built iPhone-specific sites and are seeing increasing traffic. These sites take advantage of the capabilities and form factor of this new class of devices. As iPhone unit shipments grow, we will track the deployment and growth of iPhone-specific sites and traffic as important trends. iPhones can connect to both Wireless networks provided by Operator partners (example: AT&T in the US) and to WiFi networks locally. AdMob is able to track the service provider for each ad request and impression that uses mobile networks. This enables us to track Edge vs. WiFi connections for iPhones.

iPhone Requests By Country 1% 1% 2% 1% 1% 2% 1% 4% 5% 70%

US iPhone Usage

12%

United States France United Kingdom Canada Germany Mexico Hong Kong Netherlands Italy Brazil Other

46% 54%

Wifi Edge

Also Noteworthy for April
* Network ad impressions increased 1.6% (2,595,092,049 for April vs. 2,553,018,899 for March). * Requests decreased 0.4% (2,854,226,146 for April vs. 2,865,167,969 for March). * 25.0% of ad requests in the AdMob network worldwide were from Smartphones. * US requests grew 5.1% April over March to outpace network growth. * The RAZR V3 and Nokia N70 retained the top device spots in the US and India. The top devices also remained the same in the UK (SonyEricsson K800i), South Africa (Motorola v360), and Indonesia (Nokia 6600). * The Amoi 8512 - "Three Skype phone" - made its entrance as the number 5 device in the UK with 2.7% of UK traffic. * The iPhone moved into AdMob's top 20 devices Worldwide.

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Ad Requests by Geography - April 2008
Ads Served: Requests: 2,595,092,049 2,854,226,146

Country United States India United Kingdom South Africa Indonesia Romania Philippines Bangladesh Israel France Other Countries Total Region North America Asia Western Europe Africa Eastern Europe Latin America Oceania Other Total
(3) (1) (2)

Requests 1,415,505,237 295,317,499 196,888,707 144,772,638 137,785,506 50,847,532 37,420,296 26,750,620 25,547,594 24,160,555 499,229,962 2,854,226,146 Requests 1,447,527,214 648,648,919 289,470,370 229,532,779 100,524,751 63,102,554 18,524,799 56,894,760 2,854,226,146

% of Requests 49.6% 10.3% 6.9% 5.1% 4.8% 1.8% 1.3% 0.9% 0.9% 0.8% 17.5% 100.0% % of Requests 50.7% 22.7% 10.1% 8.0% 3.5% 2.2% 0.6% 2.0% 100.0%

% Share Change 2.6% 0.6% 0.2% -0.3% 0.2% -0.1% 0.0% 0.0% 0.0% -0.2% -3.0%
Traffic relative to September 2007
2.2 2 1.8 1.6 1.4 1.2 1 0.8

Monthly Growth in Traffic Since Sept 2007 ‐ Top 5 Markets

United States India United Kingdom South Africa Indonesia

% Share Change 2.1% -0.8% 0.0% -0.3% -0.3% 0.3% -1.8%
Traffic relative to September 2007
2.2 2 1.8 1.6 1.4 1.2 1 0.8

Monthly Growth in Traffic Since Sept 2007 ‐ Regions

0.8%

Africa Asia Eastern Europe Latin America and the Carribean North America Australia and Oceania Western Europe

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • (1) Includes 230 countries with 86 countries having greater than 1 million requests. • (2) Other includes unclassified requests (~1%) where the country of origin could not be determined. Targeted ads were not shown to these requests. • (3) Includes other and unclassified requests.

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Worldwide Handset Data - April 2008
Ads Served: Requests:
Top Device Mfrs Nokia Motorola Samsung SonyEricsson RIM LG Kyocera HTC Palm HP Sanyo Apple Other (1)

2,595,092,049 2,854,226,146
% of Requests 26.4% 20.7% 10.4% 10.3% 6.6% 4.6% 2.0% 1.6% 1.5% 1.3% 1.3% 1.2% 12.1% Share Chg % -0.5% -0.1% 0.5% -0.5% -0.3% -0.1% -0.2% -0.2% -0.1% 0.4% -0.2% 0.0% Top Handset Models Motorola Motorola Motorola RIM RIM Motorola Nokia RIM Kyocera Nokia Nokia HP Samsung Palm RIM Nokia Apple Nokia SonyEricsson Motorola Total RAZR V3 KRZR K1c W385m Blackberry 8100 Blackberry 8300 Z6m N70 Blackberry 8800 K24 N73 N95 iPAQ HX4700 E250 Treo 755p Blackberry 8700 6300 iPhone 6030 W810i V323i % of Requests 5.2% 4.2% 3.2% 2.6% 1.5% 1.3% 1.3% 1.2% 1.2% 1.1% 0.9% 0.9% 0.9% 0.9% 0.9% 0.8% 0.8% 0.8% 0.8% 0.8% 31.4% Share Chg % -0.5% -0.1% -0.5% 0.0% 0.1% 1.2% -0.6% -0.2% -0.1% 0.0% 0.1% 0.0% -0.1% 0.1% -0.3% -0.1% 0.0% 0.1% -0.1% -0.1% -0.2%
Note: Above share % refers only to requests from Smartphones 43% 25% 20%

Smartphone Traffic - Worldwide Smartphone Traffic Share
Smartphone Requests by Mfr: Worldwide 1% 1% 4% 3% 1% Nokia 5% 6% 5% 6% 26%
RIM Palm HP HTC Apple Samsung SonyEricsson Lenovo Motorola MiTAC Other

24.9%

42%

Smartphone Requests by OS: Worldwide
2% 5% 5% Hiptop OS iPhone OS Palm OS RIM OS Symbian OS Windows Mobile OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 76.0% 49.9% 71.6% 86.0% Share % 31.5% 31.7% 23.0% 13.8%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Motorola Z6m HP iPAQ HX4700, Apple iPhone. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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United States Handset Data - April 2008
Ads Served: Requests:
Top Device Mfrs Motorola RIM Samsung LG Nokia Kyocera Palm HTC HP Sanyo SonyEricsson Apple Other (1)

1,194,663,395 1,415,505,237
% of Requests 34.1% 12.8% 11.2% 6.8% 6.3% 3.9% 2.9% 2.6% 2.5% 2.5% 1.7% 1.6% 11.1% Share Chg % -2.1% 1.3% 1.4% -0.2% -1.1% -0.8% -0.3% -0.5% 0.8% -0.3% -0.1% -0.1% Top Handset Models Motorola Motorola Motorola RIM RIM Motorola RIM Kyocera HP Palm RIM Motorola Nokia Motorola LG Kyocera Apple Samsung Danger Samsung Total RAZR V3 KRZR K1c W385m Blackberry 8100 Blackberry 8300 Z6m Blackberry 8800 K24 iPAQ HX4700 Treo 755p Blackberry 8700 V323i 2865i C155 LX260 K612B Strobe iPhone I607 BlackJack Sidekick II A870 % of Requests 9.1% 8.2% 6.4% 5.1% 2.9% 2.7% 2.4% 2.4% 1.8% 1.8% 1.7% 1.6% 1.3% 1.3% 1.2% 1.2% 1.1% 0.9% 0.8% 0.8% 54.5% Share Chg % -1.2% -0.8% -1.5% 0.8% 0.4% 2.4% -0.1% -0.4% 0.2% -0.7% 0.1% -0.5% -0.4% 0.4% 0.1% 0.2% -0.4% -0.1% -0.1% -0.3% 0.7%
Note: Above share % refers only to requests from Smartphones 9% 10% 6% 9% 47% 10% 6%

Smartphone Traffic - US Smartphone Traffic Share
Smartphone Requests by Manufacturer: US
3% Nokia RIM Palm HP HTC Apple Samsung Other

27.0%

Smartphone Requests by OS: US 3% 6% 32% 10%
Hiptop OS iPhone OS Palm OS RIM OS Symbian OS

3%

46%

Windows  Mobile OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 61.4% 33.2% 64.1% 85.6% Share % 25.5% 32.8% 22.8% 18.9%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Motorola Z6m, HP iPAQ HX4700, Samsung A870. • (1) Includes unclassified impressions and other manufacturers with < 1% share.
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United States Handset Data
April 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator. The listed Operators represent 71% of ad requests in the US.

Share of Requests by Operator and Manufacturer - US
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Apple RIM HTC HP Sanyo Palm Kyocera LG SonyEricsson Samsung Nokia Motorola

Notes

Cingular USA

Metro PCS

Sprint PCS USA

T‐Mobile USA

Verizon Wireless USA

• Includes all operators with greater than 6% share. • Includes all manufacturers with greater than 1% share. • The small amount of Apple traffic on Sprint PCS & Verizon can be attributed to WiFi traffic on EVDO-to-WiFi bridging routers or traffic on these operators' ISPs.

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India Handset Data - April 2008
Ads Served: Requests:
Top Device Mfrs Nokia SonyEricsson Motorola Samsung LG Fly Haier Other (1)

292,069,007 295,317,499
% of Requests 65.7% 14.9% 5.0% 3.5% 1.6% 1.4% 1.0% 6.9% Share Chg % -0.3% -0.5% -0.2% 0.1% -0.2% 0.2% -0.2% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia SonyEricsson Nokia Fly Nokia Total N70 6600 6030 6233 N73 2626 N80 7610 3110c N72 5200 3230 W200i 5300 6630 6300 K750i 6070 2080 6681 % of Requests 6.3% 3.8% 3.6% 3.4% 3.1% 2.5% 2.5% 2.4% 2.3% 2.2% 2.1% 2.0% 1.9% 1.9% 1.9% 1.9% 1.4% 1.4% 1.3% 1.3% 49.0% Share Chg % 1.4% -0.3% -0.5% 0.1% 0.0% 0.1% 0.1% -0.1% 0.3% -0.3% 0.1% -0.1% 0.2% 0.1% -0.2% 0.0% -0.2% 0.0% 0.2% -0.1%
Note: Above share % refers only to requests from Smartphones Symbian OS Windows Mobile OS 97% Nokia Other

Smartphone Traffic - India Smartphone Traffic Share
3%

34.6%

Smartphone Requests by Manufacturer: India

Smartphone Requests by OS: India 2%

98%

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 91.1% 77.8% 81.3% 90.9% Share % 36.3% 37.6% 17.8% 8.4%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Fly 2080. • (1) Includes unclassified impressions and other manufacturers with < 0.1% share.
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India Handset Data
April 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator. The listed Operators represent 84% of ad requests in India.

Share of Requests by Operator and Manufacturer - India
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Airtel Cellular India BSNL India Reliance Infocom India Vodafone India

Other Haier Fly LG SonyEricsson Samsung Nokia Motorola

Notes
•Includes all operators with greater than 4% share. • Includes all manufacturers with greater than 1% share.

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United Kingdom Handset Data - April 2008
Ads Served: Requests:
Top Device Mfrs SonyEricsson Nokia Samsung LG NEC Amoi Motorola ZTE Apple Other (1)

191,708,287 196,888,707
% of Requests 34.2% 28.1% 9.6% 6.0% 2.9% 2.7% 2.7% 1.9% 0.8% 11.1% Share Chg % -2.0% -0.7% 0.0% 1.0% -0.2% 2.4% -0.2% -0.2% 0.0% Top Handset Models SonyEricsson Nokia SonyEricsson SonyEricsson Three (Amoi) Nokia SonyEricsson ZTE Nokia Nokia SonyEricsson LG Nokia NEC SonyEricsson SonyEricsson Nokia SonyEricsson Samsung Nokia Total K800i N95 W810i K610i Skypephone (8512) N73 W850i F866 6120c 6300 W910i U300 6288 e616 W580i W880i 6280 Z610i G600 6630 % of Requests 6.6% 6.6% 3.0% 2.9% 2.7% 2.3% 2.2% 1.9% 1.7% 1.6% 1.5% 1.5% 1.5% 1.4% 1.4% 1.4% 1.3% 1.3% 1.2% 1.2% 45.1% Share Chg % -0.3% 0.4% -0.7% 0.0% 2.4% -0.2% -0.6% -0.2% 0.2% 0.0% 0.0% 0.5% -0.1% 0.1% -0.1% 0.1% 0.0% -0.1% 0.2% 0.0% -0.1%
Note: Above share % refers only to requests from Smartphones Windows Mobile OS 88% 81% 4% 2% 4% 7%

Smartphone Traffic - UK Smartphone Traffic Share
Smartphone Requests by Manufacturer: UK
2%

19.4%

Nokia RIM HTC Apple SonyEricsson Other

Smartphone Requests by OS: UK
4% 4% 4% iPhone OS RIM OS Symbian OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 89.0% 73.7% 91.6% 87.6% Share % 12.9% 30.6% 47.4% 9.2%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Amoi 8512 and LG U300. • (1) Includes unclassified impressions and other manufacturers with < 0.6% share.
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United Kingdom Handset Data
April 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator. The listed Operators represent 76% of ad requests in the UK.

Share of Requests by Operator and Manufacturer - UK
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% O2 UK Orange UK Three UK T‐Mobile UK Vodafone UK

Other ZTE Three Skypephone NEC Apple LG SonyEricsson Samsung Nokia Motorola

Notes
• Includes all operators with greater than 2% share. • Includes all manufacturers with greater than 1% share.

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South Africa Handset Data - April 2008
Ads Served: Requests:
Top Device Mfrs Nokia Samsung Motorola Sony Ericsson LG Other (1)

144,543,640 144,772,638
% of Requests 35.5% 31.2% 15.7% 11.3% 2.9% 3.4% Share Chg % -0.1% -0.3% -0.5% -0.5% 0.7% Top Handset Models Motorola Samsung Samsung Samsung Nokia Nokia Samsung Nokia Samsung Nokia Samsung Nokia Nokia Nokia Samsung SonyEricsson Motorola Nokia Nokia Nokia Total V360 E250 E370 J750 N70 6234 D900i N73 D500 5200 U700 6085 6111 6230i D900 W810i RAZR V3 N80 6101 6300 % of Requests 9.7% 9.3% 2.7% 2.5% 4.1% 2.4% 1.9% 1.8% 1.7% 1.6% 1.5% 1.4% 1.4% 1.3% 1.3% 1.3% 1.3% 1.2% 1.1% 1.1% 50.7% Share Chg % -0.4% 0.1% -0.2% 0.3% 0.1% -0.1% 0.1% 0.1% -0.1% 0.1% 0.0% -0.1% -0.2% 0.2% -0.1% 0.0% -0.1% -0.3% 0.1% -0.1% 0.0%
Note: Above share % refers only to requests from Smartphones 96% Symbian OS Windows Mobile OS 92%

Smartphone Traffic - South Africa Smartphone Traffic Share 14.2%

Smartphone Requests by Manufacturer:  South  Africa
3% 3% 2%

Nokia HTC SonyEricsson Other

Smartphone Requests by OS: South Africa
4%

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 97.5% 67.4% 84.0% 95.8% Share % 39.3% 31.3% 26.1% 3.3%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia N80. • (1) Includes unclassified impressions and other manufacturers with < 0.5% share.
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South Africa Handset Data
April 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator. The listed Operators represent 87% of ad requests in South Africa.

Share of Requests by Operator and Manufacturer - South Africa
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% MTN South Africa Vodacom South Africa

Other LG SonyEricsson Samsung Nokia Motorola

Notes
• Includes all operators with greater than 10% share. • Includes all manufacturers with greater than 1% share.

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Indonesia Handset Data - April 2008
Ads Served: Requests:
Top Device Mfrs Nokia SonyEricsson Motorola Samsung LG Other
(1)

137,615,081 137,785,506
% of Requests 49.2% 35.5% 4.6% 3.0% 1.0% 6.7% Share Chg % -0.7% -0.2% -0.8% -0.1% 0.0% Top Handset Models Nokia Nokia Nokia SonyEricsson Nokia Nokia SonyEricsson SonyEricsson Nokia SonyEricsson SonyEricsson SonyEricsson SonyEricsson Nokia Nokia Nokia Nokia Nokia SonyEricsson SonyEricsson Total 6600 N70 6030 K510i 3230 7610 J230i K310 3100 W200i K750i K700i K300i 6070 5300 2626 N73 6020 K610i J220i % of Requests 3.8% 3.3% 3.1% 2.9% 2.8% 2.5% 2.5% 2.4% 2.0% 1.9% 1.8% 1.6% 1.5% 1.5% 1.5% 1.4% 1.4% 1.4% 1.3% 1.3% 41.8% Share Chg % 0.1% 0.4% -0.5% -0.1% 0.0% 0.1% -0.3% -0.3% -0.4% 0.3% -0.1% -0.1% -0.2% 0.2% -0.2% 0.0% -0.1% 0.2% -0.2% 0.2% -0.2%
Note: Above share % refers only to requests from Smartphones 96% Symbian OS Windows Mobile OS 94% Nokia SonyEricsson Lenovo Other

Smartphone Traffic - Indonesia Smartphone Traffic Share
Smartphone Requests by Mfr: Indonesia
2% 3% 1%

22.5%

Smartphone Requests by OS: Indonesia
4%

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 95.5% 64.9% 73.1% 92.3% Share % 52.4% 32.1% 11.3% 4.2%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: SonyEricsson K610i. • (1) Includes unclassified impressions and other manufacturers with < 0.9% share.
Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

Indonesia Handset Data
April 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator. The listed Operators represent 90% of ad requests in Indonesia.

Share of Requests by Operator and Manufacturer - Indonesia
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Excelcomindo (XL) Indonesia Satelindo (Indosat) Indonesia Telkomsel Indonesia

Other LG SonyEricsson Samsung Nokia Motorola

Notes
• Includes all operators with greater than 4% share. • Includes all manufacturers with greater than 1% share.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

AdMob Mobile Metrics Report
April 2008

About AdMob
AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 4,500 publishers. AdMob has served more than 24 billion ads since launching in January 2006, and currently serves more than 2.5 billion ads monthly. For each ad served, AdMob leverages handset and operator data, which enable demographic, device and operator targeting for advertisers.

About AdMob Mobile Metrics
AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests from more than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community.

Methodology
For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using open source tools and a variety of proprietary techniques. The result is a snapshot of the devices viewing the more than 2.5 billion monthly ad requests and impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and more.

Limits of this Data
Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile internet as a whole or of any particular countrymarket. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than 4,500 sites, we feel the data will be useful and may help inform your business decision making. Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as "unclassified" and does not serve targeted ads to these requests. Unclassified data has been omitted from the handset data in this report. Less than 1% of requests are unclassified by geography and approximately 7% of requests are unclassified by handset.

Questions
Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future releases.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

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