Programmatic advertising in the mobile era


7 March 2016

Programmatic advertising has come a long way in its first two decades: it is still used predominantly for direct response marketing, but mobile has opened up new possibilities in display

After early problems on open exchanges, programmatic online display budgets are turning to more controlled environments, with Facebook the biggest winner so far

With direct response budgets already spent largely on programmatic, most room for further growth would be in large-audience brand display – a field where the benefits of programmatic are yet to be demonstrated

Recent reports