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Delving deeper into programmatic leading with mobile

Programmatic buying is currently ad tech’s hottest buzzword – and for good reason.

The positive business impact of using real-time bidding technology to buy and sell ad inventory can be immense. Programmatic buying on mobile gives companies three key advantages – optimised spend through data-driven decisions, more transparency, and access to premium inventory at scale – all while leveraging the unique strengths of the mobile medium.

Mobile advertisers looking for these benefits often cast an interested eye over programmatic, but many times, it is a wary one as well.

There tends to be some confusion about how to go about achieving advertising targets through programmatic. There is also a need to understand its capabilities and limitations, which is almost as important as understanding how it works.

To ensure results for your mobile programmatic campaign, it’s important to set yourself up for success from the get-go.

First things first, have a clear rationale for buying mobile programmatically.

This might be an oft-repeated piece of advice, but is especially significant for this approach because people expect it to be a panacea for media buying challenges. While buying mobile programmatically can help add efficiencies around costs and improve targeting, there isn’t a one-size-fits-all solution, something that many people still expect.

As with any advertising technology and channel, you need to have a clear goal in mind, identify the right partners that you can work with over the long term, and invest in skills development and measurement in order to develop a competitive advantage in the marketplace and mutually beneficial partnerships.

Programmatic buying on mobile is only just picking-up pace in Asia, and some demand-side platforms may have not been set up for mobile. This means that mobile-specific targeting parameters such as device or operating system type might not be taken into account in their optimisation algorithm.

Having an approach leading with mobile is really important to success in programmatic because it ensures that new and relevant targeting options like specific model types, are considered, enabling you to better reach the right audience segment. Optimising for all relevant parameters, including display-related ones, could significantly impact your results.

In addition to developing a comprehensive list of targeting options, a key consideration is the types of ad formats available. While programmatic can help you reach scale, only certain types of creative formats may be supported. Check which formats are available and develop content accordingly. Technology providers are constantly innovating to make new ad formats available programmatically, so don’t get too comfortable and continue challenging yourself and your partners to raise the bar for programmatic buying on mobile as well.

Figuring out programmatic on mobile may sound like a daunting task –it requires refreshed thinking and commitment from all sides including clients, creatives, media planners, and publishers – but this is true of any new advertising technology.

As mobile within programmatic continues to evolve, the time and effort put in will show a strong return, proving to be a huge competitive advantage to those who have taken the initiative to learn how to make programmatic work for their business.

 Andrew Newton, Vice President-Strategic Accounts, Asia-Pacific, Millennial Media.

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