Even though mobile programmatic is still received with a dose of scepticism by marketers, facts are on its side. There’s a surge of time spent on mobile devices, and marketers are still facing the challenges while diving into the increasingly prominent mobile programmatic shift. According to recent research, U.S. mobile programmatic ad spend will reach $9.33 this year, and account for 60.5% of the total programmatic display ad spend there.
Joe Prusz, SVP & head of mobile at Rubicon Project discusses the challenges brands are facing when buying mobile inventory programmatically, pointing out that the number of apps is one of the challenges that marketers have to wade through. Upon registering the rise in mobile orders on their platform, it’s clear that programmatic mobile is rapidly becoming an essential part of marketers toolkits.
The shift to PMPs as a shift to quality is led by a new type of brand-direct buyers who have build their own DSPs or have taken programmatic in-house. Moreover, they’re moving 80 to 100% of their mobile budgets into automated PMPs, which enables them to choose their seller partners and still work with real-time bidding at scale.
IAB primer outlines anti-ad blocking choices for publishers — and their risks
IAB’s Tech Lab published a primer on how publishers should confront the increasing challenge with mobile ad blocking. This report consists of a number of approaches and options for publishers and analyzes the risks and potential advantages.
The report goes into details about the options available to publishers facing with ad blocking, and is intended to provide an overview of strategies without specific recommendations.
Those who will choose to implement these strategies are advised to consider the relationship they have with their audience, since something that can be appropriate for a certain context, may fail to deliver in another. All in all, the discussion about ad blocking is further evolving, and the norms of publisher behavior may seriously and rapidly change.
There’s hope that with the implementation of one or more of the listed strategies, publishers will start “talking” with users about the importance advertising has on free content.
Marketing attribution and programmatic buying: A match made in heaven
Marketing attribution and programmatic buying at first glance might not seem a perfect match: they appear to work independently, with completely different functions. And this could be fairly true at the beginning – marketing attribution is about accurate measurement and optimization of cross-channel marketing performance, and programmatic is all about automating the media buying process.
However, if we dive deeper, it becomes clear that these two processes are the “dream team” since marketing attribution is a core ingredient in extracting the best out of programmatic.
But how exactly are these two related and why should brands adopt advanced measurements into their programmatic strategies to increase their performance?
Advanced marketing measurements put an end to data silos
Both programmatic media buying and marketing attribution depend on good quality data. Having a healthy supply of quality data from multiple sources, marketers can reach their target audience, and deliver the right message, through the right channel at the right moment.