The explosive growth of mobile continues to attract and confound marketers. Mobile provides global reach, ample inventory, more creative options – including gamification, social media, rich media and more – and rich data assets – including location based information and new contextual knowledge. Yet there is still a huge gap between the time consumers spend with their mobile devices and the amount marketers are willing to invest.
According to Mary Meeker’s KPCB Internet Trends Report 2013, US consumers are spending 12 per cent of their media time on mobile devices, but these same devices receive only 3 per cent of advertising spend.
In this whitepaper, AdTruth and OpenX explore how mobile RTB – enabled by a new approach to device identification – can provide marketers with the capabilities they have come to expect from online, together with all the capabilities of mobile, whilst respecting the critical issue of consumer privacy.