IAB Mobile Programmatic Playbook: a guide for digital buyers, sellers and publishers

This article offers a detailed introduction to mobile programmatic buying and how it differs from other programmatic environments.
  • As programmatic technologies are becoming more mainstream, the mobile programmatic environment will continue to provide value for buyers, sellers and consumers alike.
  • This article reviews mobile programmatic with regard to data, creative, inventory transparency, measurement, and viewability, all of which create distinct variations on the programmatic theme.
  • Buyers and sellers in the mobile programmatic ecosystem should always be mindful of consumer choices regarding advertising notice and transparency in the mobile environment....

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