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Top 3 mobile RTB tips
Mobile and online RTB are similar but should not be approached in exactly the same way, according to one expert. Mobile RTB exchanges have a critical role in sourcing, enriching, and delivering identifier, contextual, behavioral and location data. As a result, they function as a basic engine for determining how and how well mobile data will work.
Kristina: What trends are you seeing with mobile RTB?
Victor Milligan, CMO, Nexage: There are many, but let me focus on two that probably matter most: data and markets.
The RTB exchange is proving to be a critical part of creating a highly productive targeting capability - the critical role is in great part due to the fact that mobile has to build this targeting environment without a 3rd party cookie that has been foundational for online. The RTB exchange sources and delivers 1st and 3rd party identifiers that enable buyers and agencies to build and use their own cookie for targeting and cross-channel linking. Likewise, the exchange is able to source, enrich and deliver contextual, behavioral, and location data so effectively that the exchange itself becomes the critical data delivery platform for buyers thirsty for more and more data.
The second point is about the different types of programmatic markets. As premium publishers and buyers build out their programmatic businesses, they will inevitably seek different market configurations: first-look markets, exclusive private exchanges, programmatic guaranteed and direct deal markets. Each of these markets is able to meet specific long-term or situational needs. RTB provides a superior and flexible platform that is able to fully support and govern these market types.
Kristina: What are your top 3 tips for mobile programmatic buying?
Victor: First, get out of the experimental mindset and become fully fluent and fully engaged in mobile. Mobile will take a larger and larger share of spend. Mobile has the real opportunity to create strategic advantages for buyers and agencies that are jostling in their own markets. Don't surf and wait; become the leader in your organization and in the market.
Second, don't treat mobile like online or over-integrate the channel. There is a critical need to make the consumer the center of the universe and target them across channels. That can be done by using linking cookies to establish an integrated channel capability while optimizing for each channel. But you can hear some voices talk about making mobile just like online because that approach, in theory, is simpler or more efficient. But mobile is sufficiently different and growing fast, so it seems strange to bring cost or efficiency to the fore. My advice is to use top-line performance as the key driver for channel decisions. Mobile has unique capabilities that need to be leveraged - and you can still optimize the mobile channel AND enable cross-channel targeting at the same time.
Finally, get involved in the different industry forums and efforts that are working to build mobile programmatic standards, common business practices and case studies that give real evidence and practical advice on how to execute mobile and cross-channel. These forums need cross-industry participation, they need concrete inputs to help build truly useful outputs - especially to help build best practices and case studies that help everyone understand how to "do" mobile and what type of results to expect. The mobile space is still developing and evolving so now is the time for anyone that wants to help shape the market we will all be operating in in the future to get involved.
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