San Mateo, Calif.—Mobile devices powered by Apple Inc.'s iOS operating system have regained the ad-impression lead over devices running Google's Android OS, according to a study by mobile ad network Opera Mediaworks.
According to Opera Mediaworks' “State of Mobile Advertising” report, Apple mobile devices accounted for 44.5% of all mobile ad impressions in the first quarter of this year, compared with Android devices' 31.3%, regaining the ad-impression lead it lost in the fourth quarter of 2012.
Apple devices also maintained the top position for ad monetization. For the first quarter, mobile ad campaigns running on Apple devices accounted for 49.2% of all revenue delivered to mobile publishers, with Android devices accounting for 34.2%.
Opera Mediaworks' study is based on data from the company's mobile ad platform, serving more than 50 billion ad impressions per month through 12,000 mobile sites and apps.