Growth of programmatic advertising has been exploding, largely driven by video and mobile ads. Business Insider predicts programmatic will account for 50% of U.S. digital ad sales in 2018. Programmatic mobile represents a huge opportunity for publishers and for the first time, the majority of publishers are fully embracing its ability to improve efficiencies and boost revenues. With the option to monetize inventory not only through the public marketplace, but also private exchanges, an increasing number of top tier publishers are shifting to a more automated approach. Private marketplaces in particular appeal to premium publishers as they allow them to gain operational efficiencies while maintaining control over how and to whom their inventory is sold.
With major gains in key technologies, like Deal ID, increased adoption of mobile specific tools like Bundle ID, and enhancements to infrastructure that paved an efficient path forward, mobile programmatic has really upped its game. Continued development will be critical to make the most of mobile’s potential. We saw major improvements in fraud detection from industry leading performance companies like DoubleVerify in 2014. Mobile in particular will continue to be an area where we see innovation and improvements in 2015. Likewise, new viewability and audience standards are being developed and will become expected performance metrics.
Mobile advertising continues to evolve and mature. With enhancements to mobile targeting and reporting that allow for not only better performance measurement, but also the insights to solve issues that the reporting surfaces, mobile will experience a new level of accountability and performance transparency. As performance improves, mobile will ultimately command more dollars from traditional ad budgets. It is expected that advertiser spend on mobile programmatic will grow significantly in 2015, reaching an estimated $8.4 billion, which is up from an estimated $4.4 billion in 2014. With near triple digit growth, publishers and advertisers alike should be focusing on this burgeoning market.
Read more from our Mobile Series:
- Cross Device Targeting for a Cookieless World
- Mobile Video in 2015- What You Need to Know
- Mobile Video’s Value Proposition: Attention
- Mobile Programmatic Matures and Scales
- Top Mobile Trends: The Rise of Brand Advertising on Mobile
- Why 2015 Won’t Be the Year of Mobile
- The Mobile Decade
- Demystifying VPAID 2.0 and Why You Care
- Why We Must Move Past Cookies on Mobile
- Maximizing Mobile Video Monetization- Publisher Best Practices
Leah White, Senior Manager, Product Marketing