Harnessing digital trading: Making mobile inventory available programmatically

Ollie Clamp, VP international global monetisation solutions, Millennial Media

Often when the industry talks about programmatic trading, it focuses on the demand-side – the advertisers.

However, without supply there is no media to trade. So it is therefore vital that we as an industry make time for the very publishers and developers that are making inventory available programmatically and ensure that we are enabling them with the same tools and insights as we are buyers.

For sellers, mobile programmatic sell-side tools such as a supply-side platform (SSP) or ad exchange can expose their inventory to incremental demand sources their direct sales team may not have a relationship with.

It enables them to harness and package their first-party data and share it with buyers they know will pay a premium to reach these audiences at an individual impression level.

So just how much mobile inventory is currently available programmatically? According to our 2015 State of the Apps Report, which surveys global app developers, 69 per cent of developers and publishers now make their inventory available programmatically, with the majority seeing an increase in revenue as a result.

Encouragingly, almost a quarter (23 per cent) of developers have already made more than half of their inventory available programmatically.

When it comes to mobile, publishers and developers find themselves at an advantage for making inventory available programmatically thanks to the richness of mobile data. What’s relevant to a consumer changes throughout the month, the day, even the minute, and from a publisher perspective mobile enables them to tell brand stories that connect with their target consumers at the moments that matter most.

Furthermore, buyers want to engage their audiences and are willing to pay more for formats that enable them to do so - like mobile video which can see double the engagement rate of standard banners.

As well as mobile developers and publishers we’re also looking for buyers to inform on how programmatic fits into advertising strategies. If you’d like to contribute to our global programmatic buying survey, please click here to weigh in on one of digital media's hottest topics.

Ollie Clamp is vice-president of international global monetisation solutions at Millennial Media

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