Marketers are increasingly buying mobile programmatically but there is a “clear disconnect” between usage and brands’ understanding of the technology, according to the IAB
UK. In a survey of 300 marketers conducted by research firm Circle Research with brands including Tesco, Barclays and Subway, it found that 50% of marketers are buying mobile
programmatically and 80% will by the end of the year. However, 44% said they have “little or no knowledge” of programmatic advertising on mobile.
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