There is no doubt that programmatic has revolutionized online media buying and that it offers significant benefits, but this road to opportunity is ridden with obstacles such as viewability and traffic fraud. Mobile programmatic advertising can be challenging in many ways but when done thoughtfully and strategically, the ROI can outweigh the challenges.
Scott Peters is a managing director with The Jordan, Edmiston Group, Inc. (JEGI), the leading independent investment bank for media, information, marketing services, and related technologies (www.jegi.com).