Digital media audiences are shifting to mobile devices. For too long digital advertisers and publishers have seen mobile as a dubious opportunity. As internet analyst Mary Meeker estimates, mobile represents a multibillion dollar opportunity, yet too many publishers are not optimizing their ad inventory for mobile, and a gap remains between time spent by consumers and ad dollars spent in mobile.
So how can publishers take advantage of this opportunity? And how does real-time bidding (RTB) work for publishers on mobile devices?
This white paper introduces publishers to the mobile market and addresses these questions. OpenX and AdTruth are using new technology — such as universal device recognition — to deliver more effective mobile ad inventory with high-quality mobile audiences. With the correct tools in hand, publishers can progress in the right mobile direction.