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 % have one or fewer mobile partners instead of their display advertising partners . Mobile app publishers are disappointed in the CPMs paid for inventory. The study also found that just 10 % of publishers have 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 . 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 % have one or fewer mobile partners instead of their display advertising partners . The study also found that just 10 % of publishers have viewability guarantees for half of their campaigns .