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 . Among the 40 publishers surveyed were industry leaders Condé Nast and Condé Nast . The report found that 50% of publishers' trafficking workload is in mobile. However, half of teams have sufficient HTML5 skills, while just 15% used two or fewer mobile partners instead of their display advertising business. The study also found that 50% of publishers require viewability guarantees for only a quarter 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. Among the 40 publishers surveyed were industry leaders Condé Nast and Thomson Reuters. 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.