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:
- The lack of clear technical standards to ensure interoperability across different platforms
- The limited transparency and the large number of vendors involved in the programmatic transaction
- Internal organizational challenges for publishers, agencies, and brands
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.
Header bidding is a programmatic technique that allows publishers to offer their inventory through multiple ad exchanges before they serve up ads from their ad server.
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