Google, Microsoft, and other companies will work closely with the Internet Advertising Bureau (IAB) to provide education and solve issues regarding programmatic trading.
Google, Microsoft, and other companies have joined the Internet Advertising Bureau (IAB)'s first working group in order to tap into the intricacy of programmatic trading across mobile devices.
As the data-driven, targeted, and cost-effective ad inventory begins to appeal to more and more advertisers, programmatic ad buying and selling have seen a robust growth in developed Internet markets like the U.S.
In response to this trend, IAB has united members from its mobile council and display trading council into one working group, which aims to provide education on the benefits and opportunities in programmatic trading.
Abundant opportunities aside, the programmatic mobile space is complicated. IAB points out challenges for both the buy and sell side in the digital advertising ecosystem, including:
Therefore, the group will work closely with IAB to improve transparency and make programmatic trading more efficient.
In addition to Google and Microsoft, other members of the group include Nexage, Appnexus, Adfonic, Millennial Media, Infectious Media, StrikeAd, AdTruth, Rocket Fuel, AdBrain, WeSee, Integral Ad Science, Flurry, Odyssey, and Yodel.
The working group will have its official launch on February 18 this year.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.