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Programmatic advertising in the mobile era: direct marketing success and beyond - Venture Insights

Report Overview

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Programmatic advertising in the mobile era: direct marketing success and beyond

PublisherEnders Analysis.
Publish Date March 7, 2016
Sector Advertising, Content marketing, Media, Mobile, Technology.
Company Facebook, Google.

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Programmatic advertising has come a long way in its first two decades: it is still used predominantly for direct response marketing, but mobile has opened up new possibilities in display.

After early problems on open exchanges, programmatic online display budgets are turning to more controlled environments, with Facebook the biggest winner so far.

With direct response budgets already spent largely on programmatic, most room for further growth would be in large-audience brand display – a field where the benefits of programmatic are yet to be demonstrated.