In this session...
Consumers are shifting to mobile-first browsing behaviours. At the same time, brands continue to shift ad spending to programmatic, as evidenced by the growing prevalence of private marketplace (PMP) and automated guaranteed transactions. As a result, both publishers and buyers are altering their digital advertising strategies and practices to align with these trends, including the increased adoption of PMPs for mobile, the transition of direct insertion orders to programmatic, and the evolution of header-bidding.
This session will focus on the trends publishers are seeing as they adopt advanced programmatic tactics such as header bidding, private marketplaces, and automated guaranteed to monetise their mobile inventory, and what they’ve found to be most successful for doing so.