IAB: 50 Percent of Marketers Now Buying Mobile Programmatically

According to the findings of a new IAB UK study, 50% of marketers now use programmatic for buying smartphone inventory. The results were gleaned from a survey, the full results of which are available here. However, programmatic advertising on mobile is one of the least understood mobile topics, with 44% of respondents reporting having no …   Read More

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IAB 50 Percent of Marketers Now Buying Mobile ProgrammaticallyAccording to the findings of a new IAB UK study, 50% of marketers now use programmatic for buying smartphone inventory.

The results were gleaned from a survey, the full results of which are available here.

However, programmatic advertising on mobile is one of the least understood mobile topics, with 44% of respondents reporting having no or little knowledge of it.

As for growing comfort with the medium, a lot of marketers seem to be adjusting nicely.

“Nearly 3 in 10 (29%) respondents feel they have an ‘excellent’ understanding of mobile advertising as a whole compared to 22% who said they had a ‘poor’ level of understanding,” the report summary reads.

All told, the IAB UK says, 79% of the respondents said that mobile advertising “is an important part of their organisation’s overall advertising strategy.”

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