The MMA and Committee leadership have been focusing on targeting and transparency in mobile programmatic. The Committee created an interactive tool called the Programmatic Navigator, with versions for both Brand Marketers and Publishers, to help better understand the targeting techniques and supporting analytics in the mobile environments. The Committee also issued a white paper on How Cross-Device Marketing Works and an accompanying animation.
How Cross-Device Marketing Works
While screens have been central to consumer experience for decades, few among us – even a decade ago – could have foreseen a world in which consumers shift seamlessly throughout their daily lives from smartphone to TV to desktop to tablet. Although consumers have quickly embraced a cross-device world, marketers are struggling to catch up. The MMA’s new white paper gives marketers a practical look at where cross-device marketing stands today, its promise for the future and how it can be a part of the marketing arsenal – revealing much more about the customer journey than ever before!
Read the full document and watch the accompanying animation here.
The focus for 2017 will be on helping brands activate their first-party data in programmatic markets. With some brands moving in-house with their buying efforts, or for those many other brands that want to better leverage their DSPs, this program should be of enormous real-time value.