Almost half of sellers (48 per cent) claim there is ‘insufficient advertiser demand’ for mobile advertising, OpenX has revealed in an infographic.
The infographic, which looks at the differing priorities between buyers and sellers, also stated that 47 per cent of buyers blame the ‘lack of robust targeting’ for the slow uptake of mobile advertising.
Native advertising also led to some debate, with 39 per cent of sellers believing it is the publisher’s responsibility to standardise native ad units on mobile, while 42 per cent of buyers believe it should lie with the marketing associations.
Despite this, both buyers and sellers said that their use of programmatic was higher in 2013 than it was in 2012.
It was also found that 73 per cent of buyers and sellers anticipate trading inventory in private marketplaces.