Meanwhile at Targetoo Mobile DSP …

Targetoo Mobile DSP advertises and positions itself as a trend breaking company in the mobile real-time-bidding sector. It does not invest millions into their own DSP-platform, but instead opts for a simple partnership with a developing party in Spain. “Because our DSP is made in Spain, we do not need to recoup North-European wages. In addition, the platform has more targeting variables in comparison to - North European and American - competing platforms. In reality, we offer more competitive prices and features. We have already made quite an impression on the other established companies within the industry and this is something we are very proud of”, says Ramona Kalloe, together with Remon Pepers founder of this young UK-based group of professionals.

Last year the company grew from two employees to twelve and opened a sales office in London and a development hub in Barcelona.

With the Mobile World Congress in Barcelona soon approaching, Targetoo is one of the many young companies that hope to take advantage of the wide range of offered talents in the Spanish mobile tech business. Working from home or in one of their offices in Amsterdam, London or Barcelona, everything is possible as long as there are results. According to Kalloe, this approach is something that is significant within the new generation of tech employees. ‘The working conditions in tech companies are changing rapidly. All of our employees have shares within the company, because if we want to keep talent, we need to give something back in return. At Targetoo, this is done by providing equity and freedom within the working environment.’

What are the major differences between mobile programmatic and buying from online media?

‘Traditional, manual purchasing is only really useful if the customer wants to see a guaranteed amount of impressions on one title or by one publisher. Almost all premium publishers are reached through programmatic and the customer often wants to serve in several, if not many, publishers. This eliminates manual purchasing/procurement.’

The share of mobile usage within advertising is growing. How do you think this will develop in 2016?

‘Mobile display advertising will continue to grow and expand and will develop into an accepted marketing tool.’

What about mobile web versus inapp advertising? The majority is currently mobile; will this continue?

‘While many advertisers attach more value to the experience on the mobile web, the available app traffic is steadily increasing. It’s not something that will cause a bottleneck, but should definitely be kept an eye on, in the future. Also a successful location based campaign is always based on in-app traffic. ’

What are the three tips you would like to give advertisers who are setting up mobile programmatic?

‘First, realising direct conversations with mobile advertising is incredibly difficult. Second, the conversation attribution of a mobile advertising campaign is enormous, but this is something that is hard to prove to your client, and thirdly, do not expect to see your own banner constantly passing by. There is a large gap between available inventory and used inventory.’

The knowledge of location is a typical characteristic feature of mobile. To what extent do you see this in dsp’s?

‘With our DSP, we are pioneers in terms of geo-targeting. Getting lined up as many adexchanges as possible is essential for a successful location based campaign. This is something other DSP’s are still lacking in. Furthermore, it is given that a DSP often has the strongest foothold in the country of origin. As a media agency it is therefore advised to engage with local players.’

It seems likely that eventually a specialised mobile media agency will fill the entire online media purchasing process. Is this correct?

‘Agreed, therefore I am an investor and co-founder of Mobile First, the first dedicated Mobile Agency of The UK.’