“Real-time bidding inventory has been lagging because of publishers’ concerns that giving buyers the ability to bid on every single impression will drive their yields down, when in fact it should make them less under-sold. We’re now seeing a change in the supply side where they’re enabling more and more of their inventory to be real-time biddable.
The response from advertisers has been great. The demand’s there, the supply’s coming, and we’re seeing really good growth in pretty much all the markets. It’s no secret that programmatic buying across all mediums is becoming more prevalent and allowing agencies like us to be able to buy in smarter ways and more efficiently.”
-James Connelly, co-founder of mobile marketing agency Fetch Media, speaking with AdExchanger yesterday at the Mobile Marketing Association Forum in New York City.
