Programmatic ad buying continues to transform the marketing ecosystem as it expands into mobile ad campaigns.
We have seen mobile budgets for programmatic grow exponentially over the past year. But it’s more than a shift in resources from traditional digital ad buys that defines this revolution. What’s really exciting is how brands are putting more of their first-party consumer data on programmatic platforms to enable highly sophisticated targeting and measurement.
This shift has been made possible by the fact that the unique data that’s made mobile audiences so compelling to marketers on direct media buys, is now available programmatically. Mobile provides an understanding of physical-world behavior, and marketers are leveraging this to drive success in their campaigns. Who visited my store? Who visited my competitor’s store? Who frequents coffee shops as opposed to quick-serve restaurants? […]