Many digital businesses have fallen into the habit of taking a pre-existing methodology and porting it to a new technology or medium. Mobile was the latest to do this when it took on traditional display and its sales methods because it was what the digital industry was accustomed to – but that isn’t working anymore.
For publishers that use programmatic methods, there are many limitations with the solutions that the industry has created. Open exchanges, networks and DSP’s have all helped to maximize efficiency, but these tools were created for the long tail – not the brand. So, how can publishers & brands get everything they want? Solutions like programmatic direct (PD) for mobile offer all of the efficiency of traditional DSP’s but with more control over quality, allocation and visibility. The result is publishers regain control of their inventory at CPMs 5-10X higher than traditional exchange methods.
Gigaom Research has written a research paper underwritten by JUICE Mobile and are working together to understand the publisher perspective in the mobile environment, uncover truths about current programmatic solutions and predict what future solutions, such as mobile PD, hold for the industry.
Visit JUICE Mobile’s website to sign up to receive a notification when the research paper is available

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