While video advertising on mobile has experienced exceptional growth over the last year, programmatic ad technology for buying mobile video has failed to progress as far, making it the largest obstacle to growth. One problem is that the lack of information on the mobile inventory that demand-side platforms (DSPs) they have. Targeting is also an issue, as the user pools that can be targets on mobile are still relatively small. The solution here would seem to be a combination of both — targeting and purchasing data.
While video advertising on mobile has experienced exceptional growth over the last year, programmatic ad technology for buying mobile video has failed to progress as far, making it the largest obstacle to growth. One problem is that the lack of information on the mobile inventory that demand-side platforms (DSPs) they have. Targeting is also an issue, as the user pools that can be targets on mobile are still relatively small. Going forward, there may be potential for mergers between DSPs and supply-side platforms, as programmatic buying will need to transform to a multi-screen world so advertisers can reach their audience on the move.