Publishers are not prepared for growth in mobile technology, with in-house teams lacking necessary skills, according to a report by digital advertising consultancy Companies such as AppNexus have built simplified solutions that allow for fewer API calls and limit the complicated process of SDK changes. The 614 Group. In the report, published on Thursday, it was claimed that publishers were struggling to keep pace with new technology and had failed to adapt their business models to meet changing consumer demands. The report found that 50% of publishers' trafficking workload is in mobile. However, only a quarter of teams have sufficient HTML5 skills, while 50% used two or fewer mobile partners instead of their display advertising business. The study also found that just 15% of publishers require viewability guarantees for half of their campaigns.
Publishers are not prepared for growth in mobile technology, with in-house teams lacking necessary skills, according to a report by digital advertising consultancy The 614 Group. In the report, published on Thursday, it was claimed that publishers were struggling to keep pace with new technology and had failed to adapt their business models to meet changing consumer demands. The report found that 50% of publishers' trafficking workload is in mobile. However, only a quarter of teams have sufficient HTML5 skills, while 50% used two or fewer mobile partners instead of their display advertising business. The study also found that just 15% of publishers require viewability guarantees for half of their campaigns.