Econsultancy has posted an article exploring some of the trends seen in programmatic mobile advertising, including data integration, video, native and agency disruption. Econsultancy also points out that these are trends seen “across marketing" and are not exclusive to mobile.
In terms of “agency disruption,” Econsultancy writes: “Many RTB bidders are transparent about handing budget back to advertisers if they can't fulfill. Whereas some brands may be becoming sceptical about the way in which media agencies charge. This is a big area for debate and some people may be starting to feel there are too many middle men when buying media -- media agency to trading desk to DSP.”