As mobile advertising gathers momentum and set to grow at a breathtaking rate, programmatic media buying, which is expected to be a $20 billion industry by the end of 2016, is showing no signs of slowing down.In this research report by Inmobi take a look at emerging trends on media buying across mobile, via programmatic buying .According to the latest research report However Programmatic media buying has truly arrived. 75% of marketers surveyed use programmatic for buying smartphone inventory.24% of enterprises that were surveyed said they had been incorporating programmatic advertising into their strategies for more than 24 months.While 17% of them plan to do Mobile RTB buying in 2016. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).As of Oct,2016 74% of marketers are now using programmatic for retargeting users, 62% use it for performance marketing and 61% for branding. .This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns.
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