The Drum'sdigital editor Ronan Shields weighs in on a study of mobile and programmatic media issued last week by the IAB UK. That study found that nearly two-thirds, or 64%, of mobile display
ads are being traded using programmatic media buying technologies. But the real zinger was that 45% of those polled indicated "no or little knowledge" of the programmatic sector despite the fact that
half of all mobile display inventory is being purchased via programmatic tech.
Shields concludes that despite a plethora of programmatic service providers, brands will continue to need their
agencies to help them navigate this increasingly confusing landscape. "The fact is... keeping up to date on such tech is a full-time job. Programmatic advertising is complicated enough on desktop, and
when you add cookie-less targeting using IDFA IDs, verified Facebook IDs, etc., etc. into the mix, you just find yourself mired in evermore confusing acronyms.Brands need their agencies just as much
as they need their ad tech."
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