MASTERCLASSING

Read the Programmatic Handbook online today

David Murphy

The debut edition of Mobile Marketing’s Programmatic Handbook is now available to read online here.

In the Handbook, some of the leading lights in the programmatic world share their thoughts on where the industry stands, and where it’s heading.

From Celtra, there’s a call for more quality in programmatic advertising from Andrew Slater, and advice on how to scale the technology from Nick Fitzsimmons. With all the hype around AI and machine learning, Oath’s Lewis Sherlock explains what to look for in your DSP’s machine learning systems, and outlines the questions you should ask of them.

Fyber’s Welby Chen shares the results of a study carried out by the company among more than 500 brand and agency executives in four countries to gauge attitudes towards in-app advertising. And iin his piece, Prash Naidu from Rezonence explains how and why the company set about creating a platform to trade engagements, rather than impressions, programmatically.

Rubicon Project’s Steve Wing explains why mobile and video are perfect partners, and how programmatic is fuelling the growth of digital ad spend in general, and video in particular. And in his piece, Alex Rahaman from Nexd explores some of the common issue affecting rich media in mobile and offers advice on how to overcome them.

Seedtag’s Dag Gill calls for more creativity in programmatic, and to close off the issue, GiveMeSport’s Ryan Skeggs explains how programmatic and VR are working together to offers brands new ways to engage with sports fans.

If you want to head start on programmatic as we head into 2019, there’s no better place to look. You can read the issue here.