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Marketers Not Turning Mobile Programmatic Interest Into Action

  • The Drum, Tuesday, March 31, 2015 8:26 AM

While more than three-quarters of marketers consider programmatic buying in mobile advertising to be an important development, relatively low numbers are actually purchasing ads programmatically, according to research from IAB. Based on feedback from 200 brand marketing executives, the data shows that two in five marketers agreed that mobile programmatic would help them reach their target audience; however, only 27 percent are purchasing this way.

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