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5 Things To Learn About The Mobile Programmatic Year Ahead

Photo by Sebastien Gabriel on Unsplash

The Ubiquitous Mobile Channel


With smartphone subscriptions set to reach 4 billion by 2025 and about a third of consumers reporting that their smartphone is their primary source of entertainment, global digital growth will be almost entirely driven by mobile. Accounting for 23% of global ad spend, mobile is already the second-largest advertising medium and in 2018, mobile ad spend will grow further to a total of US$116.1 billion. A mobile-first world demands a mobile-first marketing that puts the consumer in the center of campaign planning.


Programmatic Is Here To Stay


Programmatic is changing the industry without losing any momentum. Today, the question is no longer whether programmatic technology is the right one for digital advertising – it has already become the new gold standard. Pairing consumer data with ad inventory for better targeting at scale has exclusively become the only way advertisers can run successful digital campaigns, using display, video, native and other digital channels. According to the most recent forecasts by eMarketer, U.S. programmatic spending will grow more than 20% to $39 billion in 2018. By 2019, more than four out of five U.S. digital display ad dollars will flow through automated channels.


Holistic Audiences Created With Rich Data


Data is at the heart of digital advertising and campaigns based on rich audience data and user behavioral insights are successful because customers are more inclined to engage with ads that mostly correspond to their preferences. Digital users increasingly expect personalized advertising content throughout all channels. The time of the non-personalised mass targeting approach has come to an end. From the location and contextual data to app usage and demographic data – advertisers will continue creating holistic audiences.


Data Alliances Will Enable Deterministic Data, At Scale


Deterministic data enables advertisers to target precisely specific audiences with minimum waste. Data enables highly effective 1:1 marketing campaigns with days of spray-and-pray advertising approach over. But besides being extremely accurate, deterministic data sets will always be limited in their reach. This is why the demand for data alliances will continue to rise in 2018. First-party data owners, and especially publishers, should collaborate to offer advertisers both accuracy and scale. Done right, data monetization will quickly become a new revenue stream that enables business growth.




The General Data Privacy Regulations (GDPR) will change everything and nothing. Those companies, which are already compliant with strict privacy laws in Europe and have invested substantially in privacy and security protection mechanisms, will benefit. Companies such as app publishers, e-commerce or telcos, who thrive from their direct relationship with consumers, will be best-positioned when it comes to opt-ins for data usage which strengthens the role of first-party data. For all the others who haven’t done their homework yet, they should definitely hurry up before GDPR goes into effect this May if they want to catch up and avoid serious economic repercussions for non-compliance. 

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About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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