Pervasive Programmatic: Automated Buying in Mobile Today
In a recent interview with The Drum, my colleague Paul Gubbins identified education as a critical area of focus for the digital trading industry. I strongly agree with him; the technology itself and how people choose to use that technology changes all the time. Staying abreast of top trends is something that we all need to do.
To that end, Millennial Media surveyed our buy-side partners and reviewed our own platform data from Q1 2015 to create our latest infographic, The Growing Investment in Mobile Programmatic. We hope it can be a key tool to help the industry better understand how programmatic technology works, and how their peers leverage it.
As you can see, 91% of buyers who invested in mobile programmatic last year are increasing their spend in 2015. Forty percent started investing in native advertising for the first time, and video ads are on the rise. As evidence, we saw that programmatic video ad requests grew 1.5% per day in Q1. Stakeholders on both sides of the programmatic equation see the value of video.
There are lots of other insights to glean from our latest infographic, and we encourage you to take a look and download here. Enjoy!
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.