Brands including Google, Microsoft and Weve have joined the Internet Advertising Bureau (IAB)’s first ever working group dedicated to tackling programmatic trading across mobile devices.
The group has been established as a result of increasing demand from marketers to better understand programmatic buying on mobile. As a result the IAB has united members from its mobile council and display trading council in a working group to help move the industry forward in this area.
Increasing education around the benefits and opportunities of the space will be one of the group’s core goals, along with providing more resources for companies to tackle the space.
The group soft launched at the end of January and will have its first official launch on 18 February, during which time it will plan its priorities for the year.
Other members of the group are Nexage, Appnexus, Adfonic, Millennial Media, Infectious Media, StrikeAd, AdTruth, Rocket Fuel, AdBrain, WeSee, Integral Ad Science, Flurry, Odyssey and Yodel.
The group will work closely with its IAB US counterpart.