Descartes Systems Group

Mobile: Issues Exist Across Value Chain | ExchangeWire.com

ATS Paris 2016 hosted a panel on how to make mobile work across the value chain, with moderator Ciaran O’Kane and executives from Rubicon Project, Publicis Media, Mozoo, and Index Exchange. The discussion examined why mobile investment lags mobile consumption, how publishers can monetize mobile more effectively, and what changes are needed to unify the buyer and seller sides. Notable points included: 60% of traffic is mobile, but 60% of revenue is not; in 2015, 60% of programmatic display spend was mobile, with GAFA dominating much of the spend; La Place Media reported only 15% of its business was mobile (85% display). The panel explored cross-device attribution, the potential use of mobile IDs in bid requests, and the role of native formats, AMP, and Facebook Instant Articles. They debated whether agencies should build dedicated mobile hubs and how publishers can align with trading desks to improve mobile performance across the ecosystem.

Native Spending To Increase; Google’s EU Legal Troubles Worsen

AdExchanger’s Monday roundup covers rising native advertising spend, regulatory pressure on Google in the EU, and early Canadian programmatic adoption. 2015 native ad spend is forecast at $4.3 billion, up 34% from 2014, with eMarketer projecting $8.8 billion by 2018. HP’s Ed McLoughlin and Cancer Treatment Centers of America’s Matt Eaves foresee a substantial near-term rise in native spending, especially in video. In Europe, German regulators proposed a breakup of Google as part of the EU antitrust investigation, a nonbinding move that could push for formal charges by competition chief Margrethe Vestager. In Canada, fewer than 10% of marketers are comfortable buying programmatically and 34% have never heard the term “programmatic.” OneSpot has signed Time Inc., Meredith, Contently and NewsCred, expanding its content-discovery platform.