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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 [email protected] 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.

MMA Programmatic Navigator

MMA Programmatic Navigator

Is this KPI in desktop cookie-based?
No
What's Unique (Opportunity) in Mobile
Experiences more engaging, ads relatively more viewable leading to higher CTRs. Benchmark CTRs in mobile are higher than in desktop.
What's Challenging in Mobile
“Fat fingers” phenomenon cheapens the already flawed metric. Fraudulent click tracking increasing.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Celtra, Facebook's Atlas, Google's Doublecick, Medialets
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Flashtalking, Innovid, Pointroll, Sizmek
Is this KPI in desktop cookie-based?
No
What's Unique (Opportunity) in Mobile
Device IDs largely replace cookies in the mobile app environment. 3rd-party SDK's (software development kit) enable tracking and targeting based upon Device IDs.
What's Challenging in Mobile
Incentivized download providers should be distinguished from other inventory because user's engagement in the app may wane quickly. Cost-per-install metric of success is losing steam in favor of deeper metrics like "LTV" or lifetime value.
Is this KPI available across Desktop & Mobile?
No
MMA Member Programmatic Vendors
Including: AppsFlyer, Appsavvy, AdEven, DataXu, Fiksu, Flurry, Tune
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Adjust, Apsalar, Kochava, Localytics, mParticle
Is this KPI in desktop cookie-based?
Yes
What's Challenging in Mobile
Largest 3rd party trackers in web cannot attribute conversions to Safari and app impressions. While consistent test/control groups can be built in app, extending those groups to web without cross-device linking is limited.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, Facebook/Atlas People-Based Measurement, Google/DCM Cross-Platform, Medialets, RTBIQ
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Any ad server that can track conversions
Is this KPI in desktop cookie-based?
Yes
What's Unique (Opportunity) in Mobile
Data companies able to leverage household IP address to establish linking. Location-based attribution beginning to model sales projections based upon lift in foot traffic.
What's Challenging in Mobile
Few data companies have required device ID scale to demonstrate lift - reliant upon cookies instead. While consistent test/control groups can be built in app, extending those groups to web without cross-device linking is limited.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, Neustar (for closed loop), PlaceIQ, RTBIQ, Ubimo, xAd for Sales Modeling
Other Programmatic Vendors w/Varying Capabilities in Mobile
Neustar Offline CRM Mobile Pilot, Facebook's Atlas, Google's DoubleClick, NinthDecimal
Is this KPI in desktop cookie-based?
Yes
What's Unique (Opportunity) in Mobile
3rd-Party SDK's enable buyers to track and optimize to engagement levels of app users. Emerging deep linking technology can open the door to ROI tracking within app.
What's Challenging in Mobile
Mobile app customer lifetime value is extremely limited by lack of cookies/consistent identifier, unless through registered users.
Is this KPI available across Desktop & Mobile?
No
MMA Member Programmatic Vendors
Including: AppsFlyer, AdEven, Datalogix (Mobile Buy Thru Rate), DataXu, Facebook's Atlas, Fiksu, Flurry, Google's Doubleclick Campaign Manage (DCM), Medialets,Tune
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Adjust, Apsalar, Appssavvy, Kochava, Localytics, mParticle, Sizmek
Is this KPI in desktop cookie-based?
Yes
What’s Unique (Opportunity) in Mobile
Mobile affords location-based attribution solutions which can measure the impact of an ad in terms of its ability to drive incremental store visitation (ie footfall).
What's Challenging in Mobile
All these solutions require device ID data - which has far greater availability in app inventory versus mobile web.
Is this KPI available across Desktop & Mobile?
No
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, PlaceIQ, RTBIQ, ThinkNear, Ubimo, xAd, YP
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Dunhumby, Ninth Decimal (Location Conversion Index), Pinpoint by Foursquare, Placed (Visit Rate)
Is this KPI in desktop cookie-based?
N/A
What’s Unique (Opportunity) in Mobile
Mobile enables the proliferation of mobile specific data and KPIs across other channels. It has the potential to demonstrate that mobile performance is far more impactful than currently thought.
What's Challenging in Mobile
Lack of widely available deterministic data. Even when available, deterministic logged-in data is not always 100% accurate. Proliferation of variety of probabilistic model with no industry standard leads to customer confusion.
Is this KPI available across Desktop & Mobile?
No
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, Google's DoubleClick Bid Manager, PlaceIQ, StrikeAd, ThinkNear, Turn, xAd
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Adbrain, Mediamath
Is this KPI in desktop cookie-based?
No
What’s Unique (Opportunity) in Mobile
Mobile Devices are becoming key vectors for payment. Services like apple pay, google wallet are taking off. Loyalty programs and small payment startups are also innovating in the space.
What's Challenging in Mobile
Data is not available for marketers from the major services (Google Wallet and Apple Pay) and cannot be connected to a device ID for attribution purposes.
Is this KPI available across Desktop & Mobile?
No
Is this KPI in desktop cookie-based?
No
What’s Unique (Opportunity) in Mobile
iBeacon technology allows for digital and physical worlds to interact through the mobile device.
What's Challenging in Mobile
Protocols between android and ios are very different. Security and privacy concerns. Fragmentation of beacon platforms and SDKs. There is a lot of testing, but scale is difficult given the previously mentioned challenges.
Is this KPI available across Desktop & Mobile?
No
Is this KPI in desktop cookie-based?
Yes
What’s Unique (Opportunity) in Mobile
Capabilities to measure mobile impressions end up converting on another device, or an ad served on any device that ends up converting on mobile app or web.
What's Challenging in Mobile
Lack of widely available deterministic data. Even when available, determistic logged-in data is not always 100% accurate. Proliferation of variety of probabilistic model with no industry can lead to confusion, certification of probabilistic accuracy is a new KPI for use of probabilistic data.

Probabilistic data is in use by all major cross device vendors.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, Facebook's Atlas, Google's DCM
Is this KPI in desktop cookie-based?
Yes
What's Unique (Opportunity) in Mobile
For apps, many app publishers have registration data - declared demo - readily available and pass it in the bid request for free. For mobile web, Audience targeting is available in mobile web leveraging first and third party demo data, however, it requires a cookie or unique identifier.
What's Challenging in Mobile
Lack of widely available verified-demographic device ID data.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, RTBIQ
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Nielsen mOCR, Comscore mVCE
Is this KPI in desktop cookie-based?
Yes
What’s Unique (Opportunity) in Mobile
Location-based surveys via new mobile-first companies afford unique opportunity to derive customer insight.
What's Challenging in Mobile
Lack of persistent identifier linking multiple devices to the same user, thus enabling reach measurement. Brand lift measurement from industry standard desktop measurement doesn't work in cookieless environments. While consistent test/control groups can be built in app, extending those groups to web without cross-device linking is limited.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, Insight Express, RTBIQ
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Placed (Surveys), Vizu
Is this KPI in desktop cookie-based?
No
What's Unique (Opportunity) in Mobile
Video ads in mobile take advantage of the entire screen enabling an engaged experience.

Interstitial video more valuable in mobile than desktop as they are more accepted in the app-based user experience.
What's Challenging in Mobile
Lack of consistency in creative standards (VPAID, VAST, MRAID, VAST through MRAID) prevent scaleable dynamic / interactive video. Viewability and In-target measurement is more difficult than in mobile display given the lack of creative standards that could support that execution.

Scarcity of skippable inventory (no YouTube Mobile in AdX) in mobile programmatic video means completion rate is not clear metric of success. Also, much of mobile programmatic video inventory is incentivized which can be seen as either benefit or limitation.

Most large-scale video inventory buyers do not pass critical targeting parameters in the bid request (device ID, lat/long, etc) which makes targeting challenging.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, DataXu, RTBIQ, Rubicon, Tremor, Ubimo
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: BrightRoll, Google's AdX, Opera IPX (pre-cached, 100% HD, skippable video), Innovid, LiveRail, PerkTV (large provider of incentivized video), SpotXChange, MoPub (interstitial video).
Is this KPI in desktop cookie-based?
No
What's Unique (Opportunity) in Mobile
Mobile web will need to meet the prevailing MRC issued viewability standards for desktop web. Mobile app viewability, according to updated MRC guidance, does not yet have a standard and there are no accredited or audited vendors.
What's Challenging in Mobile
- Overcoming the lack of Flash in cross-domain iFrame situations
- Feasibility of measuring the viewable parameters in applications
- Single versus multiple focus states
- Discerning obstructed content (tabs, etc.)
- Interplay of news feed and swiped content environments with user cognition of advertising
- Distinguishing browser from application environments
- Adequacy of IVT controls and protection of viewable decisioning tools
- Communication versus power-management
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Celtra, DataXu, Google's DCM Active View Reporting (Android Mobile Web ONLY), Moat
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Integral AdScience, Double Verify
Is this KPI in desktop cookie-based?
Yes
What's Unique (Opportunity) in Mobile
Mobile enables more controllable screen take-over which allow a brand's "Micro Sites" to be built directly into the ad. This allows product discovery, branded content, and commerce with the consumer to happen without even clicking out of the ad.
What's Challenging in Mobile
Rich media development in mobile is expensive, much like building out a responsive website. Experiences are difficult to keep consistent due to proliferation of screen sizes and rendering capabilities of devices.
Is this KPI available across Desktop & Mobile?
Yes
MMA Member Programmatic Vendors
Including: Adelphic, Celtra, DataXu, Ubimo
Other Programmatic Vendors w/Varying Capabilities in Mobile
Including: Flite, Innovid (Video), Phluant
Is Desktop KPI Cookie-Based?
No
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
All publishers can serve CTR campaigns via mobile web or apps. Ad format, ad creative and viewability are key variables to drive this.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Pass audience targeted segments, Testing Ad formats (e.g. 300x250, interstitials, rich media), Site level optimization (e.g. White listing/black listing), Viewability
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Pass audience targeted segments, Pass geo data, Testing Ad formats (e.g. 300x250, interstitials, rich media), Site level optimization (e.g. White listing/black listing)
What types of advertisers are most interested in this KPI?
All advertisers
Are there any issues or concerns the Publisher should be aware of?
Typically requires scale
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Atlas, Doubleclick Campaign Manager, Medialets, S4M
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Flashtalking, Sizmek
Is Desktop KPI Cookie-Based?
No
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
All publishers can serve campaigns driving App Downloads via mobile web or apps, however, app inventory typically performs better. Native units are typically good for cost per install campaigns.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
OK Optimizations: Pass audience targeted segments, Native Ad formats, Viewability
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Pass audience targeted segments, Native ad formats
What types of advertisers are most interested in this KPI?
All clients looking to get an app into a consumer's hand. Gaming and finance clients are particularly interested in driving app downloads.
Are there any issues or concerns the Publisher should be aware of?
Cost per install is more prevalant, shift away from simply looking at app download
Available across Desktop & Mobile
No
MMA Member Programmatic Vendors
Tune, AppsFlyer, Appsavvy, AdEven, mParticle, S4M
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Kochava
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Publishers with app focused inventory at scale
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
No
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes (requires device ID) Optimizations: Pass Device ID to target geo and publish unique creative
What types of advertisers are most interested in this KPI?
Retailers, ecommerce, QSR, CPG, Food/Grocery
Are there any issues or concerns the Publisher should be aware of?
Requires DeviceID at scale*
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Medialets, Atlas People-Based Measurement, DCM Cross-Platform Beta, S4M
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
All other ad server conversion tracking
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Publishers with strong apps and with large CRM databases (i.e. tying email with device ID to enable offline sales lift tracking), are best suited for this KPI.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
NOTE: This capability is starting to emerge for Mobile Web/non-Safari but scale makes this extremely difficult
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes (requires device ID) Optimizations: Pass Device ID to target geo and publish unique creative
What types of advertisers are most interested in this KPI?
Retail, Auto, Food/grocery, CPG
Are there any issues or concerns the Publisher should be aware of?
Requires DeviceID at scale*
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Neustar (for closed loop), Neustar Offline CRM Mobile Pilot, xAd for Sales Modeling
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Datalogix Mobile Buy Thru Rate
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Publishers with app focused inventory at scale
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
No
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes (requires device ID) Optimizations: Native units, App retargeting
What types of advertisers are most interested in this KPI?
Marketers with multi-lifestage product cycles (e.g. J&J, Kimberly Clark, etc)
Are there any issues or concerns the Publisher should be aware of?
Requires DeviceID at scale
Available across Desktop & Mobile
No
MMA Member Programmatic Vendors
Kochava, Tune, AppsFlyer, Appsavvy, AdEven, mParticle, S4M
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Doubleclick Campaign Manager
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Publishers with app focused inventory - requires location information derived from apps. Publishers need to provide scale and the ability to connect to known users.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
NOTE: This capability is starting to emerge for Mobile Web/non-Safari but scale makes this extremely difficult
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes (requires device ID) Optimize:Device ID to target geo and publish unique creative
What types of advertisers are most interested in this KPI?
QSR, Retail, Big Box, Food/Grocery
Are there any issues or concerns the Publisher should be aware of?
Requires DeviceID at scale - Potential standardized soluton to attribute footfall to a campaign is coming from MMA/MRC
Available across Desktop & Mobile
No
MMA Member Programmatic Vendors
Placed, Visit Rate, Ninth Decimal Location Conversion Index, PinPoint by Foursquare
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Dunnhumby
Is Desktop KPI Cookie-Based?
N/A
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Publishers with a high proportion of registered users can enable this independently. Otherwise, work with cross-device partners (e.g. Neustar, TapAd) to make CRM data actionable in mobile.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
No, unless you have significant registered user base across devices
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
No, unless you have significant registered user base across devices
What types of advertisers are most interested in this KPI?
Any clients who have large tv and mobile spends will be interested in this metric
Are there any issues or concerns the Publisher should be aware of?
Requires device graph/CRM -
Available across Desktop & Mobile
No
MMA Member Programmatic Vendors
Atlas People-Based Measurement, DCM Cross-Platform Beta
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Is Desktop KPI Cookie-Based?
No
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
What types of advertisers are most interested in this KPI?
Are there any issues or concerns the Publisher should be aware of?
Available across Desktop & Mobile
No
MMA Member Programmatic Vendors
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Is Desktop KPI Cookie-Based?
No
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
No
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes
Are there any issues or concerns the Publisher should be aware of?
Really early, scale is an issue, partnering with retail is necessary. Non beacon location accuracy varies widely, and is hard to compare across vendors given the different methodologies.
Available across Desktop & Mobile
No
MMA Member Programmatic Vendors
S4M
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Publishers aligned to core demo's can offer this but it is difficult to measure unless the publisher has it's own 1st party demo data.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
OK Optimizations: Pass demo targeted segments using publisher 1st party data
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
OK Optimizations: Pass demo data from publishers and/or match against 3rd party demo data using device ID
What types of advertisers are most interested in this KPI?
CPG (in particular heavy TV buyers)
Are there any issues or concerns the Publisher should be aware of?
Access to reliable demo data
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
None.
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Nielsen mOCR, Comscore mVCE
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Premium publishers and portals are particularly good for driving brand lift. Ad format/creative, page placement and viewability are key variables. Measuring brand lift is only possible through Mobile web Android and App surveys.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
Ok Limited to Android mobile web so scale is a significant issue, IOS (we are investigating the claim that there are indeed ways of measuring iOS mobile web, etc via MARKETING EVOLUTION, DIMESTORE, MILLWARD BROWN )
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Attribution reporting and surveys
What types of advertisers are most interested in this KPI?
CPG
Are there any issues or concerns the Publisher should be aware of?
Requires significant scale
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Placed (Surveys)
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Vizu, Insight Express
Is Desktop KPI Cookie-Based?
No
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
Premium publishers and portals
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Pass Audience Targeted Segments, Site Level Optimization, Ad Format Testing (30 vs. 60 second spots)
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Audience Targeting, Site Level Optimization, Ad Format Testing (30 vs. 60 second spots)
What types of advertisers are most interested in this KPI?
Any video advertiser
Are there any issues or concerns the Publisher should be aware of?
Mobile Video is VAST 2.0
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Rubicon
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
SpotXChange, BrightRoll, LiveRail, AdX, Opera IPX (pre-cached, 100% HD, skippable video). PerkTV large provider of incentivized video, MoPub (interstitial video).
Is Desktop KPI Cookie-Based?
Yes
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, ecommerce, location, utility, certicals (retail & QSR), action/DR, etc)
All publishers can deliver in-ad engagement. Having MRAID for apps is important.
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Optimizations: Pass location data to publish unique/geo targeted creative
What types of advertisers are most interested in this KPI?
Auto, Retail, Travel
Are there any issues or concerns the Publisher should be aware of?
MRAID for app
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Celtra, Phluant, Flite, S4M
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
N/A
Is Desktop KPI Cookie-Based?
No
What types of publishers are best suited, and can track, for this Metric? (e.g. Premium Pubs, portals, app based pubs, e-commerce, location, utility, verticals (retail & QSR), action/DR, etc)
Huge app inventory hasn't been deemed measurable, but MRC guidance points out that it now is - check with vendor on compliance; if java script in mobile web then measurable
Is this a good KPI for Mobile Web and how to optimize for performance (e.g. audiences, content changes, placement changes)
Yes Only works in java script
Is this a Good KPI for Mobile App and how to optimize for performance (e.g. audiences, content changes, placement changes)
MRC interim guidance points out that In-App Viewability is feasible, and all vendors are expected to come into compliance in 2016. Please check with your vendor/partners. Consider if apps pre-cache the ads or count only when it renders to the user?
What types of advertisers are most interested in this KPI?
Are there any issues or concerns the Publisher should be aware of?
Fragmented without clear approved vendor
Available across Desktop & Mobile
Yes
MMA Member Programmatic Vendors
Celtra, DCM Active View Reporting (Android Mobile Web ONLY), Moat
Other partners and Desktop Programmatic Vendors with varying capabilities in mobile
Integral AdScience, Double Verify

Why Are We Doing This Now?

Mobile App and Web Ecosystems are Fundamentally Differently

  • Development code, ad tech functionality, user behavior, data capture and targeting lead to different capabilities and features
  • Mobile Apps
    • Apps are typically custom designed for mobile with deep experiences
    • Leverages application SDK (software development kit) to derive Device ID (hardware-specific, unique and persistent) and latitude/longitude data, which powers the programmatic ad call
    • Device ID can be used programmatically for tracking, targeting and attribution
    • Challenges: Scale and availability of device IDs; expiration of device IDs; breadth of scalable apps (i.e. only top 5-10 apps on smartphone are actively used); absence of third-party cookies renders audience targeting, traditional conversion tracking, and linking to mobile web users extremely difficult
  • Mobile Web
    • Mobile web is typically an extension/compliment to desktop for searching and snacking experiences. Mobile-optimized web sites automatically reformat to fit the user experience of a number of mobile devices (tablets, phones, etc.)
    • Leverages mobile browser string to derive cookie (where available) in order to power the ad call. Note: Safari mobile web (read: iPhone) blocks third-party cookies by default so most cookie mobile web inventory is found within Android
    • Challenges: Scale in Apple devices; absence of SDK means latitude/longitude and device ID data are very rare; brand lift, sale lift and footfall are nearly impossible in web-only campaigns due to lack of device ID

Location-Powered Data Is a Unique Audience Targeting Capability Enriching Mobile Programmatic

  • Source: GPS-signal in phones (passed mostly in app environments in which the user is connecting to the internet via mobile network) produces a latitude/longitude data point far more precise than desktop geo-targeting (which is based on IP)
  • New programmatic offerings allow buyers to leverage 3rd party data companies such as Factual and Ninth Decimal to power targeting of users who are on-location (i.e., at Walmart) or have a history of being at a location in the past (i.e., frequent Walmart shoppers)
  • There are currently no established standards on location data, and accuracy of the data has been called into question due to technological faults (latency between systems, no standardized protocols, etc.  To this end, the MMA Location Data Accuracy Working Group is addressing this situation, along with the Media Rating Council.  Also, privacy concerns exist around the highly personal nature of the data, which can sometimes produce precision of 5-10 feet around a user.