Last year marked a watershed moment for mobile programmatic. In the UK the total proportion of programmatic display ad spending on mobile platforms surpassed desktop’s share for the first time reaching £1.8 billion, according to eMarketer. Moreover, eMarketer forecasts US mobile programmatic ad spending reached $9.33 billion in 2015 and account for 60.5% of total US programmatic display ad spending.
As consumers spend even more time on phones and tablets, mobile programmatic has increasingly come under the spotlight.
Advertisers are becoming ever more interested in reaching millennials through this device, but according to fresh research by the IAB UK, 44% of advertisers don’t understand how mobile programmatic actually works. This statistic came as a complete surprise to me and triggered this post.
As the amount of mobile and tablet inventory that is available to buy programmatically increases, it is a good time to dispel the misconceptions that exist around this technology.