IAB Releases First Mobile Programmatic ‘Playbook’
The Interactive Advertising Bureau (IAB) has released what it is calling the “mobile programmatic playbook,” the first document from the IAB focused on mobile programmatic.
The document is largely dedicated to explaining the ecosystem and defining terms; there’s no groundbreaking information shared.
But the fact the IAB wrote the “playbook” is telling in and of itself. In fact, marketers are expected to spend more programmatic ad dollars in mobile display this year compared to desktop display, per eMarketer.