What's New in Behavioral Targeting for Mobile Advertising
Take a look at this article from ClickZ to learn about the challenges of behavorial targeting in mobile. SK
Behavioral targeting adds value to the return on advertising by identifying relevant users for advertisers and making the spend more effective. Due to the complexity of mobile devices, mobile ad targeting is not as advanced as online advertising. Finding ad inventory to reach users with specific behavioral characteristics can be a major challenge. And the more complex the criteria, the more limited and costly the inventory becomes.
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The game has changed: publishers are mastering the tools of private marketplaces and open RTB to push out holistic programmatic programs. At the same time, native advertising programs are driving interest and revenue from advertisers, but present new challenges in terms of bridging technologies and workflow. How do publishers strap these programs together to maximize their revenue potential?
WhitePages’ Eric Meixner and Jeff Mayer will share their experiences in this fast-changing environment and discuss what’s required for next-generation stack optimization and management.