IAB Mobile Programmatic Playbook

The Mobile Programmatic Playbook is the first IAB programmatic document which is mobile-specific in nature, covering all aspects of the mobile programmatic landscape. This piece is intended as an introduction to mobile programmatic buying and refers to other relevant documents where useful. The main focus for this paper is to bring particular attention to areas where programmatic buying in mobile environments differs from other programmatic environments (such as desktop, etc.).

This guide is written for publishers, advertisers, agencies, marketers and third parties who have a general understanding of programmatic advertising, but wish to learn more about mobile-specific programmatic advertising. More specifically, this is written for anyone looking to learn more about the current state and evolution of the mobile programmatic market when planning . . .