Programmatic Insider – August 2015

Programmatic technology and buying methods seemed tailor made to handle the inventory volumes and complexity of the mobile channel. But are marketers really making use of the targeting opportunities mobility makes possible? When do place, day parts, localized creative, or app behaviors, among other data points, really pay off for media buyers? Advertisers and agency execs talk out of real world cases to share how they have found the ROI by leveraging the unique targeting capabilities of mobile devices.