Navigating the unique challenges in mobile programmatic: From transparency, to data control, to creative
The MMA and Committee leadership have an agenda that addresses 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.
Educating on cross-device tracking/methodologies and the associated value it provides to mobile programmatic through better mobile attribution and frequency management, etc. In this vein, the MMA recently released its first cross-device white paper and animation to address these challenges and opportunities.
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.
While addressing targeting and transparency and data control challenges, the committee will then seek to address improving the value of mobile in the programmatic market and cross platform creative issues.
- Quality issues in mobile programmatic, e.g. fraud, viewability etc.
- Transparency issues in mobile programmatic, e.g. data sources and validation