What Brands Want from In-App Programmatic Advertising

What Brands Want from In-App Programmatic Advertising

They have high expectations

An interview with:
John Egan
Head of Demand, EMEA
MoPub, a Twitter company

We forecast that more than four of every five US mobile display ad dollars will flow via automated channels this year. While in-app programmatic buying still has its challenges, it is also seeing great momentum. eMarketer’s Lauren Fisher spoke with John Egan, head of demand, EMEA at MoPub, a Twitter company, about how brand advertisers are navigating the in-app programmatic space and what drives them to spend more dollars there.

eMarketer:

What trends do you see today in the use of the open markets vs. private setups, like private marketplaces (PMPs) and guarantees to access in-app inventory?

John Egan:

In general, the overall activity is representative of a market that continues to grow and offer different opportunities for different types of marketers. For some brands, the motivation for having a PMP is to ensure brand safety. They basically want to exclude things that present a risk. It’s more about risk management.

With performance advertisers, we often find the opposite—they start in open bidding, they find something that works, and then they want to move to a PMP to lock up inventory that performs really well for them. It’s almost like they're using open bidding as a sampling process to find pockets of inventory that work well. And then they want to crowd other people out.

Interview conducted on August 14, 2018

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