BII REPORT: How Automated Buying Could Save Mobile Advertising

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fProgrammatic buying is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters.

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On the desktop, programmatic or automated buying of display ads has already made huge inroads. Its advocates say that it has led to a more transparent and efficient digital ad market. But it is in mobile where programmatic buying may make the most difference.

In a new report from BI Intelligence on programmatic bidding and real time bidding (RTB), we analyze how it may help solve the mobile advertising CPM problem, detail its recent impact and successes, examine the potential obstacles to its widespread adoption, and look at how the holy grail of mobile advertising - controls and efficiencies - may be reached through its use.

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Here's an overview of why programmatic buying could make the most difference in mobile:

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In full, the report:

To access BI Intelligence's full report on Programmatic Buying and RTB, sign up for a free trial subscription here.