Results tagged “Rubicon Project” from IABlog

Unleashing Mobile Native's Potential in 2015

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Gartner’s recent predictions for the growth of mobile commerce over the next 24 months should come as no surprise - mobile commerce revenue is expected to more than double over the next two years ultimately accounting for 1 out of every 2 dollars spent in digital commerce.  

As consumer spending habits shift sharply to mobile, so too are advertising budgets with the rapid growth in mobile advertising today reminiscent of the same trajectory we witnessed in display advertising after the RTB protocol was introduced seven years ago. Put simply: mobile (and mobile native) advertising represents an opportunity that is about to fast eclipse that of display.

The challenge for those seeking to capitalize on the perfect storm of powerful data-based insights for targeting mobile consumers and rapidly accelerating spend on mobile will be to develop marketing strategies that unlock the full potential of mobile consumer engagement. This opportunity has highlighted the clear and immediate need for uniform industry standards to help unlock the full potential of mobile and mobile native advertising—for both the advertiser as well as for the publishers and application developers.  

The lack of standardization is probably the number one reason that buyers and sellers are unable to connect effectively when it comes to mobile native advertising and this creates a huge amount of friction. 

The second reason is the inefficiency with direct ad buying in mobile. Advertisers can go directly to an app developer and buy inventory on a single app or across a family of apps, but this is time intensive. In order to reach the scale advertisers now demand for their campaign objectives, they would need to make dozens, if not hundreds of deals with separate publishers and app developers located around the world. This is simply not a viable option for large scale consumer campaigns. And to makes matter worse for direct advertisers, many large and successful app developers don’t operate large sales teams (or sales teams at all!) making it nearly impossible for advertisers to secure inventory directly on many successful apps. 

Thirdly, relying on mobile ad networks - while streamlining the process for the advertiser - has led to crippling and unintended consequences for publishers and app developers. With each ad network integration the app developer is required to insert a unique ad network code - a Software Development Kit (SDK). As more and more SDKs are inserted, rendering quality of the app is negatively impacted.  In speaking with many app developers I have heard time and again that the integration of these SDKs has been identified as the #1 cause for application crashes, consequentially proving a poor user experience which drives down usage, stickiness, and ultimately depresses potential monetization.  

The good news for both buyers and sellers is that the industry has been focused on addressing these issues and just completed an 8-month review process to develop a  common, programmatic language to drive efficiency in mobile native advertising. This extension to the OpenRTB offers advertisers a better way to access millions of applications and will help establish integration processes that will complement the user experience. 

The IAB’s publication of this standards-track specification signals a game-changing advancement for the advertising industry with benefits seen across the entire ecosystem, including:

  1. A new and better revenue stream for app developers. Currently, app developers make the majority of their revenue through paid downloads. By standardizing the mobile native transaction process, a previously unavailable revenue stream will be delivered to the market fueled by allowing developers to make money from engaging and lucrative native ads appearing within their apps.  
  2. Increased supply of premium mobile native inventory. With the new potential for revenue, more app developers will enter the market and existing app developers will now make their inventory available more easily to advertisers. The core “network” effects of advertising technology - more sellers attracting more buyers - will be further unleashed. 
  3. Acceleration of scale within mobile native. By standardizing mobile native advertising, brand advertisers and agencies will now have access to larger amount of inventory making it easier for them to achieve their campaign objectives. 
  4. Improved user experience. By standardizing the process and removing the need for multiple SDK integrations, mobile apps will render more quickly and will be less likely to crash, thus delivering an optimal user experience.

The adoption of a standard means of buying and selling mobile native ad placements is a win for publishers and developers seeking greater avenues for monetization, and will create better, more varied ad experiences for mobile users. Enabling brands with deeper opportunities to reach and engage key audiences will be crucial in mobile advertising’s continued growth. 

About the Authors

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Neal Richter

Neal Richter is the Chief Scientist of Rubicon Project and co-chair of OpenRTB



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Brendan Riordan-Butterworth

Brendan Riordan-Butterworth is the Director of Technical Standards at IAB.





 

Announcing the 2013 IAB Committee & Council Co-Chairs

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The efforts made by the members of IAB’s committees, councils, working groups, and taskforces have resulted in the development of guidelines, standards, best practices and more, that help to solve operational inefficiencies and define the future of digital advertising.  These elite groups are led by our Committee and Council Co-Chairs, who are responsible for developing agendas, setting goals, and strengthening collaborative relationships among our membership.

The IAB congratulates the 2013 Committee & Council Co-Chairs, who have demonstrated through leadership and participation their commitment to the industry’s growth and success. You can also follow them on our Twitter list.CC2013cochairs.png

About the Author

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Julie Van Ullen

Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.

 

 

Forbes just released its second annual list of America’s Most Promising Companies and technology is an overall theme this year.The world is clearly being dominated by more tech and digital companies. No surprise, then, that the IAB had two members in the top 10, seven in the top 50, and ten in the top 100. 

Their list also clearly demonstrates the link between digital, innovation, and the economic contribution of the ad-supported Internet on the U.S. economy - confirming a study which we released last October with the Harvard Business School.

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Please join us in congratulating Rocket Fuel (#4), OpenX (#7), AdRoll (#30), ShareThis (#35), Mixpo (#39), Rubicon Project (#40), BlueKai (#50), Bizo (#62), LocalResponse (#67), and Media6Degrees (#71). We’d like to recognize each of them as a testament to the energy of American entrepreneurship and the role that it plays in driving innovation and the U.S. economy forward. 

It’s also a wonderful reminder of the impact and leadership our membership has each day. We salute you! See the full Forbes list here

About The Author

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Jeff Fryer

Jeff Fryer is Marketing Manager, IAB, and helps the IAB to better listen, understand, and engage in conversations in social media. Tweet him @jfryer2000 and talk with the IAB on Twitter @IAB.