Automated platforms have the power to drive mobile advertising toward majurity. That is one of the key findings of a new study conducted by market researchers Forrester for the Rubicon Project, which operates a leading real-time trading platform for buying and selling digital ads. The paper, dubbed “Selling Mobile: It’s About The Industry, Not Just The Inventory.”  Study participants believe that automatisation may lead to more transparency in pricing, and thus will help achieve a more efficient and effective way of selling ad space. Other key findings of the study on mobile advertising were that publishers are well aware of the importance of mobile to their businesses, but they’re having difficulty monetizing the channel; and thatlack of expertise on the sell-side and lack of established standards and performance metrics have made media buyers hesitant to put money behind this still-emerging channel.

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