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Thursday, October 1
This is not your father’s desktop. Programmatic technology and buying methods seemed tailor made to handle the inventory volumes and complexity of the mobile channel. But are marketers really making use of the targeting opportunities mobility makes possible? When do place, day parts, localized creative, or app behaviors, among other data points, really pay off for media buyers? Mobile marketing mavens talk out of real world cases to share how they have found the ROI by leveraging the unique targeting capabilities of mobile devices.
Sorry, but the standard exchange based mobile banners are eyesores. They either miniaturize desktop banners and fit the target mobile screen poorly, or they break the user experience and site design. Are richer and better ad creative ever coming to mobile programmatic? Is a better in-feed experience via native part of the answer? Or should mobile media and advertisers be rethinking ad experiences altogether for this screen?