Mobile monetization continues to evolve through technology and programmatic looks to have been a major beneficiary. Through an automated system, publishers can enable an efficient solution to advertisers.
There have always been great advantages when using programmatic;
Transparency: Allowing advertisers to track where campaigns are being run plus what budget has been spent and who is actually viewing their ads.
Targeting: Through working with first and third party data it allows for greater accuracy around audience profiling and targeting. If this isn't possible, contextual targeting also enables you to improve the way you target advertising.
Insights and Data: Through real-time reporting, you can gain information on the performance of a campaign. This allows you to optimise more effectively to improve the results.
Relevancy: Even though you can potentially reach significant volumes through programmatic, it means nothing unless the communications are relevant. By understanding your audience and working with premium inventory or private marketplaces will allow you to increase your efficiency.
The Growing Revenue of Programmatic Ads
According to eMarketer, Mobile video ads sold programmatically made $19.93 billion in revenue in 2019 in the United States alone and are expected to generate $24.87 billion this year. Mobile programmatic video ads accounted for 87% of total mobile video ad spending in 2019.