OPINION: The Sell Sider
Consumers Are Running To Mobile Apps – Why Are Marketers Holding Back?
Brand marketers are still hesitant to lean into a mobile-first approach, particularly in programmatic. But with the mobile app economy predicted to grow to $156 billion by 2023, why the uncertainty? Today, the digital advertising industry has the opportunity to transform the mobile app channel by acknowledging, understanding and tackling marketers’ concerns, writes Steve Roach, head of mobile app sales at Index Exchange.