Mobile programmatic pricing is about to have its hockey stick moment, set to grow more than 45% by 2019, according to a projection released by programmatic agency Goodway Group on Tuesday.
Mobile prices will increase incrementally, just under 4% month over month throughout the coming year, including for mobile display and mobile video ads served in-app and via mobile browsers.
The ability to target more precisely based on cross-device identity could also nudge mobile inventory prices higher, especially as connected TVs enter the device mix, attracting CPG marketers and others looking to do more with attribution.
The study ads to a chorus of calls encouraging more widespread take-up of the protocol with a recent study jointly conducted by Google and a host of premium publishers, such as Business Insider, Washington Post and Turner, warning that those who failed to do so risk losing up to $3.5m per day due to the activity of fraudsters, equating to $1.27bn a year.
A separate study from Google itself highlights the benefit of adoption, claiming that media owners using its DoubleClick Ad Exchange and Ad Sense platforms have benefited from an increase in their average CPM. Similarly, adtech outfit OpenX has been keen to highlight how adoption of the technology has benefited its media trading partners.
Txt initiative, with both claiming their buy-side offerings will disable buying from ad networks not listed on media owners whose ads.
After credit monitoring company Equifax revealed in September that cybercriminals had made off with data on more than 145 million Americans, US lawmakers began efforts to hold such businesses accountable to the everyday people whose data they collect for profit.
The repository contained massive data sets belonging to Alteryx partner Experian, a consumer credit reporting agency that competes with Equifax, and the US Census Bureau, researchers said.
Alteryx apparently purchased the data from Experian’s ConsumerView marketing database, a product sold to other companies that contains a combination of publicly available information and more personal data.
In dense, urban areas, network engineers will have to install lots of small cells to handle demand for data, adding to the costs of 5G. Some companies, including Verizon, aim to make money by offering up 5G as an alternative to home broadband connections, competing with cable and landline phone providers.
The company has told analysts and investors that the goal for the first phase of its 5G network is to build a coverage area of 30 million homes starting next year in Sacramento, California, and possibly four additional cities.
T-Mobile US is adapting its network to 5G through a software update, and Sprint Corp. is planning to upgrade its antenna towers with advanced network gear.