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According to Opera’s Q1 study, Apple’s iOS remains the top platform for monetising mobile ads, and the iPhone regains its top status over Android in generating Ad traffic to mobile ads. Opera’s data comes from its mobile advertising platform business that serves more than 50 billion ad impressions per month via 12,000 mobile sites and apps. Mobile ad campaigns running on Apple devices achieve the highest average eCPMs, and account for nearly half of all revenue delivered to mobile publishers. At the end of 2012, iPhone lost the number one position in terms of ad impression volume, but Opera reports that that it has regained the number one position with 31.91% of traffic and 34. 24% of all revenue, whereas Android phones clock in at 30.22% and 26.24%, respectively. Including tablets and other devices, iOS has a very clear margin in all categories over Android’s operating system in mobile traffic share.