The Interactive Advertising Bureau (IAB) releases its Programmatic Playbook, enabling advertisers to learn the full spectrum of programmatic advertising. According to a study by the bureau, 41% of marketers perceive mobile programmatic advertising as an important way to help reach their audiences. 27% were buying inventory that way and 18% and 17% used private and open exchanges, respectively.
The Playbook spans a wide range of topics on mobile programmatic to enable publishers, agencies, marketers and other third parties to gain a full understanding of the market’s current state and future.
Anna Bager, SVP, Mobile and Video at IAB, says:
“It is clear that programmatic advertising is strongly embedded in the minds of many mobile marketers. However, there is still much work to be done before mobile programmatic can reach its full potential. IAB is committed to educating mobile marketers about the benefits of this growing format and, towards that end, recently released a Mobile Programmatic Playbook. Our efforts on the mobile programmatic front have only just begun, and we look forward to increased adoption as familiarity improves.”
Mike Zaneis, EVP, Public Policy, and General Counsel, IAB added:
“With mobile taking a more prominent role in consumers’ lives each year, an uptick in marketers’ potential concerns surrounding mobile privacy is no surprise. The IAB is in full support of the Digital Advertising Alliance’s work on this front. Its recent release of new user-friendly tools for mobile choice and transparency brings new level of consumer control to the fast-growing mobile medium.”