Overview
Media consumption continues to fracture across screens, with mobile platform usage playing a central role in our always-on, addressable media environment. In fact, IAB’s most recent revenue report indicated that 2016 was the first year mobile revenues were on par with their desktop counterparts, and that they’re only expected to grow as a proportion of overall publisher revenue.
However, an often undiscussed problem is that most publishers are usually able to garner a fraction of the yield o... Read More
Media consumption continues to fracture across screens, with mobile platform usage playing a central role in our always-on, addressable media environment. In fact, IAB’s most recent revenue report indicated that 2016 was the first year mobile revenues were on par with their desktop counterparts, and that they’re only expected to grow as a proportion of overall publisher revenue.
However, an often undiscussed problem is that most publishers are usually able to garner a fraction of the yield on mobile inventory vs desktop – a worrisome development that’s clearly unsustainable given the exponential growth and ongoing movement towards mobile content consumption. Moreover, technical implementations and approaches to mobile content monetization are more nuanced and complicated than desktop environments given the different considerations around WAP vs in-app prioritization, monetization structures, and data collection, among other things.
Join IAB on 2/16 in our San Francisco office as we discuss publisher case studies, best practices and tactics for mobile monetization through automated channels. Agenda details to follow shortly.
