In 2014, advertisers were able to target specific mobile audience segments on programmatic advertising platforms for the first time. Which brands took advantage of this powerful new capability, and whom did they seek out?

To answer this question, we created an infographic that uncovers the latest trends in this rapidly growing ecosystem – from who the biggest buyers of mobile programmatic audiences are, to which consumer groups were the most popular targets. The data used in the infographic was based on impressions of our mobile audiences run through our various programmatic partners in 2014.

Based on our findings, the most popular target audience was ‘tech enthusiasts,’ accounting for 48 percent of mobile programmatic audience ad buys in 2014. However, the greatest early adopters of mobile programmatic audience advertising were automotive brands, which accounted for 49 percent of the total ad impressions, and were more likely to target consumers based on their income, demographic and purchase behaviors (for example, ‘luxury shoppers’).

Check out the detailed findings below:


By aligning with leading programmatic platform partners, NinthDecimal was able to make mobile audience data available programmatically for the first time in the industry in 2014. We’re proud to be leading the charge in this exciting new ecosystem.