MMA Programmatic Navigator
Welcome to the MMA Programmatic KPI Navigator - Now for Brands and Publishers
With the growth in mobile ad spending growing, and specifically within programmatic, the MMA Mobile Programmatic Committee has identified the need to uncover and examine the targeting techniques that are available and determine how they work. In the mobile world, we have targeting with cookies, and targeting without cookies, and targeting via cross-device or cross-platform techniques. Not all of these approaches are as well understood, or transparent enough, to satisfy brand marketers and the publishers they do business with.
Bringing a concerted industry effort to bear on this, the MMA Mobile Programmatic Committee, with Strategic Partner funding and Co-Chair leadership from DataXu, with additional Co-chair support from Meredith, is pleased to launch the updated MMA Mobile Programmatic Navigator. We have designed the Programmatic Navigator to guide both brand marketers, who can see where the power of mobile can be harnessed today for all types of campaigns and objectives, and to publishers, who can now see the key areas of brand interest to which their product offerings can be directed. Intended as a dynamic and organic aide, we expect to conduct quarterly updates so that we are offering the freshest guidance possible to the market.
In the meantime, we want to hear from all interested parties regarding their place in the matrix of the tool. If you have suggested additions or revisions, please forward them to navigator[at]mmaglobal[dot]com and the MMA and the Mobile Programmatic Committee will evaluate and determine how best to address the request.
Below we’ve highlighted some of the key themes that every mobile marketer and mobile publisher should know before selecting any partners or technology in the mobile ecosystem.