Programmatic sellers vs. buyers: who’s more hooked on mobile?
According to January 2015 research by Advertiser Perceptions, US media sellers allocated nearly 40 per cent of their programmatic ad inventory to mobile. This was higher than the other two channels studied by six percentage points or more.
However, buyers exhibited different behaviour. Among this group, display still ruled, grabbing 41 per cent of programmatic budgets, vs. 28 per cent of inventory. Mobile took three in 10 programmatic dollars—just one point above video.
Research released in March 2015 by PulsePoint showed explosive growth in mobile inventory and spending worldwide on one part of programmatic: real-time bidding (RTB) ads.
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