2019 - The MMA Mobile Programmatic Video Guide: Navigating a Growing, Complex, Media Marketplace
What are the differences between in-app and mobile web ad inventory? How can creative formats be leveraged to make the most of the mobile environment? And how might video playback experiences in mobile affect KPIs?
If you don’t know the answers to those questions, you will need to soon, as the burgeoning mobile video programmatic marketplace accounts for more and more digital ad inventory.
Fortunately, the MMA – with extensive input and collaboration from the combined leadership of the Mobile Video Committee (NBCUniversal) and the Mobile Programmatic Committee (OpenX) – has published an extensive, straightforward guide that helps you understand it all, from creative formats to buying considerations to how to combat mobile fraud.
The Guide also includes a glossary of the terms you’ll need to know and a crowdsourced spreadsheet designed to help advertisers understand features and functionality of different SDKs.
Preview of the executive summary here.
Full report is now available for download here.