37pc of mobile ads in Britain bought via programmatic: report

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Programmatic trading accounted for more than a third of mobile ad buys in Britain last year and is playing a bigger role for smartphones and tablets than for digital display ads overall, according to research scheduled to be released today from the Internet Advertising Bureau.

Cameron Peebles, vice president of marketing at AirPush, Los Angeles, said Web site publishers that have seen declines in their online advertising are seeking to sell more mobile and tablet advertising. Over the past several years media buyers have looked to become more efficient with the purchase of advertising through programmatic buying, he said.

Such programmatic advertising drives the best results for advertisers when agencies and marketers are able to move beyond the short-term advertising goal, said Jarvis Mak, senior vice president of customer success at Rocket Fuel.

If they can identify the underlying business goal, and link that goal directly to the programmatic efforts, marketing results will suddenly become much more relevant for the advertiser, he said.

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Redwood City, CA-based Rocket Fuel offers a platform for programmatic advertising.

Mr. Mak advised that marketers should adhere to their budget plans when running programmatic campaigns, rather than making changes day by day based on performance.

This can be counterproductive in programmatic buying, especially in a fully algorithmic environment, he said.

Related content: Research, IAB, programmatic, Facebook, Twitter, Alex Kozloff

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