Among the publishers that participated in the research: Condé Nast, Thomson Reuters, The Weather Company, AccuWeather, and Beliefnet. “Publishers need to see the opportunity in mobile and have to keep working to increase competition for their mobile inventory, which will consequently boost their mobile CPMs,” stated Rob Rasko, CEO of The 614 Group. 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 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.