We’re at an inflection point where programmatic advertising is becoming more sophisticated with the buy and sell side applying their power to a broader, more diverse set of opportunities. The benefits of programmatic across the digital spectrum are clear. With mobile an increasingly important part of the consumer’s daily life, reaching on the go consumers via this 24/7 channel is a top priority for marketers, just as learning how to fully monetize their mobile applications and mobile websites is a key goal for publishers.
Given the growth of mobile advertising over the past year it’s clear that programmatic can be a major contributor to almost all aspects of mobile campaign success due to the combination of decision making intelligence and speed across the programmatic value chain. Brand marketers are leveraging programmatic channels to achieve the massive scale they need for their awareness campaigns, and advertisers now have access to numerous rich media, video and native mobile ad formats which excel at capturing the consumer’s attention.
There are many positive trends emerging among buyers and sellers. Both parties value native, rich media and video ad formats all of which provide better experiences to the consumer. However, in the mobile ecosystem where cookies are less prevalent, a key point to note is that programmatic buying requires greater transparency in terms of mobile data signals to enable publishers to more effectively optimize their yield and brands to achieve greater ROI.
As the co-chair of the IAB’s Mobile Programmatic Buying Working group I am incredibly excited for us to officially release the IAB Mobile Programmatic Playbook today. This playbook is the first IAB programmatic document that covers all aspects that are unique to the mobile programmatic environment so that publishers, third parties, advertisers, agencies and marketers have a guide to learning more about the current state and evolution of the mobile programmatic market when planning their strategies.
In addition, as further evidence that mobile programmatic is making waves, it will be one of the main subjects discussed at the IAB Mobile Marketplace conference on March 30th in New York.
