MoPub, the Accel-backed ad serving startup that helps mobile publishers manage multiple monetization sources, has just released its first report on the data from its mobile ad exchange. It takes a different tack than most of the reports I've seen, focusing on slightly arcane-sounding metrics like win rate (percent of auctions that have winning bids) and bid depth (bids per impression request) to show advertiser demand. In terms of mobile platforms, MoPub's data shows iOS still ahead of Android when it comes to auction volume, but the gap appears to be closing — in May, Android had 28 percent of auction volume, a number that had increased to 39 percent in June. iOS also appears to be maintaining a big lead over Android in ad pricing, with an average

eCPM of 90 cents on iOS versus 43 cents on Android in June....(Read more)