Despite a surge in programmatic buying for mobile ads, a recent Forrester report cautions that challenges unique to mobile advertising make direct sales away from open marketplaces the preferred buying method for the foreseeable future.
Based on interviews with 21 industry executives, mobile marketing analyst Jennifer Wise wrote in her report – “Mobile Advertising: It’s Time to Get Personal” – that mobile campaigns require much more customization than desktop ads, and therefore direct sales are optimal.
Can one look at the evolution of programmatic buying for fixed Internet as a model for mobile? Wise said no. “(Programmatic for mobile) is not going to follow the same trajectory as desktop,” Wise told AdExchanger. “Mobile has many different environments. ... It’s much harder to identify the user than what we had with desktop.” (more…)