According to the findings of a new IAB UK study, 50% of marketers now use programmatic for buying smartphone inventory.
The results were gleaned from a survey, the full results of which are available here.
However, programmatic advertising on mobile is one of the least understood mobile topics, with 44% of respondents reporting having no or little knowledge of it.
As for growing comfort with the medium, a lot of marketers seem to be adjusting nicely.
“Nearly 3 in 10 (29%) respondents feel they have an ‘excellent’ understanding of mobile advertising as a whole compared to 22% who said they had a ‘poor’ level of understanding,” the report summary reads.
All told, the IAB UK says, 79% of the respondents said that mobile advertising “is an important part of their organisation’s overall advertising strategy.”
