• by Joe Mandese  @mp_joemandese, May 16, 2012

Mobile represents unique challenges in terms of the burgeoning RTB marketplaces, panelists on the “Hands-Free RTB” panel said during their opening comments at OMMA RTB.

In particular, the fact that you need to account for far more data inputs to understand consumer targeting than you would on a conventional online display campaign. Among other things, you need to account for the equipment (hand-held device), the network (wireless carrier), as well as the conventional variables you’d look at for online display advertising.

“Mobile actually represents the largest data set across all digital channels,” noted Jennifer Lum, president and co-founder of Adelphic Mobile, said, adding, “And the cause of that is fragmentation, whether that is device, carrier, etc.”

That “incredible fragmentation,” she said, has led to problems with “standardization,” which in turn has made it difficult to buy.