Mobile first: Programmatic buying

This article discusses programmatic buying of mobile inventory and the opportunities presented by mobile, and explains some of the key terms.

Mobile first: Programmatic buying

Zac PinkhamMillennial Media

Programmatic may be full of jargon, but it represents a huge opportunity for brands to just pay for the consumers they want to reach, allowing for budgets to be swiftly moved to achieve the best ad conversions.

Still a relatively new discipline in the mobile advertising world and, indeed, only accounting for a small proportion of total digital media spend, mobile programmatic is shooting up the priority list as more advertisers increasingly begin to view programmatic as the future of all digital trading.

Alongside what has been a massive buzz for programmatic...

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