Programmatic Playing A Key Role In Mobile’s Surge

By Nick Price

eMarketer on Tuesday released new projections for mobile advertising, noting that mobile will account for 52.4% of all digital spend this year — a boost of 59% — surpassing desktop and print for the first time in the process.

MediaPost’s Mobile Marketing Daily has more on the report and what it means for marketers.

But what’s the programmatic angle to the booming mobile ad industry? Surely it plays a part. A recent report form the IAB found that programmatic represented 52% of all display ad spend last year, or $10.1 billion. And while display banner ads made up roughly 80% of that spend, the IAB noted that mobile and video formats are quickly on the rise.

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Nick Price

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