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Mobile Advertising

Automation can drive mobile adoption and growth, according to Forrester report on mobile advertising released by Rubicon Project

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By Katie McQuater, Magazine Editor

April 25, 2013 | 2 min read

A new Forrester report on mobile advertising, commissioned by Rubicon Project, has found that advanced management such as that offered by an automation platform can help the mobile industry towards maturity.

The report on monetising mobile, entitled 'Selling Mobile: It’s About The Industry, Not Just The Inventory', found that despite publishers having an awareness of the importance of mobile, they are having difficulty monetising the channel.

The study also revealed a lack of expertise on the sell-side, with the absence of established standards and performance metrics resulting in reluctance from media buyers to invest in the channel.

Josh Wexler, general manager of the mobile business at Rubicon Project, said: “Automation offers several core benefits that are helping drive mobile ad spend.”

The interviews with individuals from 15 US buy-side and sell-side organisations included questions on their experiences and approaches to selling/buying mobile media, focusing on technology, personnel and structure, analytics and go-to-market messaging.

For more information, the report is available for download on the Rubicon Project website.

Mobile Advertising

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Rubicon Project

Rubicon Project is an online advertising technology firm based in Los Angeles, California.

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