With more than 60% of American households now watching internet-delivered content on their TV, OTT advertising has come of age. But for ad platforms, especially in the video space, the challenge is knowing when exactly that is. How do you know you are addressing audiences in a Connected TV context?
For video advertising technology players, getting it right on mobile requires an accurate knowledge of the device you are addressing. Having real-time data on whether a device is a mobile, tablet or desktop as well as other device capabilities such as screen size, resolution, OS and OS version and multimedia capabilities will ensure that the creative will work from a technical perspective and is contextually targeted for mobile devices.
One of the most persistent and important challenges facing the mobile advertising industry is how to manage increasing device fragmentation. Learn about the implications device fragmentation has for players in the programmatic advertising space and how they can effectively harness fragmentation to benefit their platforms and create value for their customers.
Programmatic advertising is a great way for advertisers to buy ad inventory without the hassle of dealing with individual publishers. DSPs who are serious about delivering device-related targeting and reporting need a reliable source of the most accurate and comprehensive device data that includes every web-enabled device potentially accessing the ad content.
Let's take a brief look at the advertising ecosystem and how it interacts with devices, and how app creators can improve their ad targeting to increase their returns.
The growth of mobile traffic is exciting news for all businesses, but with device fragmentation and an increasing variety of mobile user contexts, it may be difficult to reach out to the right mobile audience at the right time. To tackle this issue ad platforms utilize device detection, therefore boosting their performance and capabilities in terms of ads sent to mobile audiences.
Those days when advertisers would buy huge blocks of untargeted mobile advertising with little idea about where or when the advertisements run are numbered, or so we’re told. Today advertising technology is so efficient and so fast that in the time it takes someone to open a mobile page on a site or app, advertisers can identify the opportunity, based on visitor/publisher profiling, bid for and buy the ad spot, and serve the ad. This all happens automatically in real time. Welcome to the brave new world of the demand-side platform (DSP) and real-time bidding (RTB) exchange.