The popularity of mobile programmatic advertising has recently soared. The subject is mentioned frequently in popular advertising trade journals, at conferences and in social media. But what exactly is mobile programmatic advertising? And what is its effect on media buying?
What is mobile programmatic advertising?
Mobile programmatic advertising is the automatic buying and selling of mobile ad inventory with software. It replaces the request for proposal (RFP) process, in person negotiation and the insertion order (I/O) system.
The technology makes ad buying more efficient and cheaper for advertisers, because it allows them to access a wide selection of inventory, typically through an ad exchange. It also helps maximize value by finding the best possible price for inventory at any given time.
Traditionally, advertisers thought of audience segments by publisher. Buying all the ads on a given publishers based on its audience index against a tool such as comScore.
Now, with programmatic technology and the advent of Big Data, advertisers can target the right audience on a variety of publishers.
For example, in mobile geo-targeting is a popular buying method that is done programmatically across as many publishers as possible. This allows an advertiser to get maximum scale in a given geography.
This does not mean that you cannot buy directly from a single publisher with programmatic technology. The systems make it easy to buy a guaranteed amount of impressions from a specific publisher. This is known as “programmatic direct.”
Programmatic direct allows you to leverage your previous relationships while taking advantage of programmatic ad serving to ensure that you get the most targeted impressions.
Read more:
http://www.mobilecommercedaily.com/ad-buyers-guide-to-mobile-programmatic
