“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Bob Walczak, general manager of mobile and video at PubMatic.
When it comes to publishers, premium is the operative word, a designation that, like VIP access to any major event, opens up a whole new world of possibilities.
We know what premium inventory is when it comes to desktop, but as you’re likely aware, we’re living in an increasingly mobile-driven world. How many times have we all heard the eMarketer prediction that by 2017 mobile display advertising will hit $31.1 billion in the United States alone?
As with any segment that is scaling so quickly, this growth begs the question of what “premium” means for mobile. Regardless of whether the inventory is mobile-only or multiscreen, there are five key characteristics that I believe define premium inventory among publishers in the mobile arena.