Unlocking the Power of Mobile Programmatic: the Complete 2024 Guide

Viola Zannarini
January 26, 2024
Unlocking the Power of Mobile Programmatic: the Complete 2024 Guide

As the mobile market grows and mobile advertising is used on a wider scale, marketers have started to allocate over half of their budget to mobile advertising alone. 

This means that the importance of this sophisticated channel has become indisputable.

With data showing that mobile advertising holds the potential to generate two times more brand interaction than all other combined channels, mobile programmatic advertising has emerged as a transformative force.

If you're about to start your first mobile programmatic campaigns, this article is your go-to guide. 

We'll dig into the details of buying mobile programmatic ads and show you how to make your campaigns elevated and make sure your app venture is a success.

What is Mobile Programmatic Advertising?

First we have to clearly define what is mobile programmatic advertising.

Mobile programmatic advertising involves the automated purchase and sale of advertising spaces for mobile ads.

These can include all kinds of mobile ads like videos, banners, and more, all made for mobile devices.

Mobile programmatic advertising utilizes advanced technologies and algorithms to automate the buying and placement of mobile ads, making the process easier and enhancing overall campaign effectiveness.

It uses AI-powered algorithms to find the perfect audiences for your app or mobile game and automatically bid on the most relevant ad spaces. 

Using automated technology to purchase mobile ad spaces and show ad creatives helps users see specifically targeted ads at the right moment.

How does Mobile Programmatic Advertising Work?

App developers leverage mobile programmatic advertising’s components to buy and sell ad inventory in real-time auctions, ensuring that the right ad is delivered to the right user at the right time.

Let’s look more in depth at the components of mobile programmatic advertising:

Ad exchanges are like digital marketplaces where advertisers and publishers come together to trade ad spaces. These platforms make it easy for advertisers to join in the bidding war and buy available ad spots that match their campaign requirements.

DSPs enable advertisers to efficiently manage and enhance their advertising campaigns through a unified interface. 

These platforms employ algorithms to evaluate user data and make real-time bids on ad space, guaranteeing that ads reach the most relevant audience.

SSPs, on the other hand, help publishers maximize revenue by optimizing the sale of their ad inventory. These platforms hook publishers up with ad exchanges so that all that available space gets used and effectively monetized.

Why should you Use Mobile Programmatic Advertising?

There are many perks in using mobile programmatic advertising. 

  • Its sophisticated targeting capabilities can help reach the right audience. Advertisers can pick their target audience based on all sorts of parameters like age, preferences, and what they do online. This means ads will only go to the people who are most likely to be interested. Moreover, platforms which leverage contextual targeting take it a step further by utilizing dimensions associated with devices, such as connection type and operating system. This approach proves invaluable in overcoming the limitations of behavioral data, which may not always be fully traceable due to privacy laws. By considering contextual factors, advertisers can refine their targeting strategy, delivering messages to users with a higher likelihood of engagement and conversion.

  • The real-time nature of programmatic advertising enables advertisers to make decisions using real-time data and tweak their campaigns on the go. They can change things up based on how well the ads are doing, making sure they're getting optimum ROI.

  • It is the most cost-effective solution. Programmatic advertising eliminates the need for manual negotiations and streamlines the buying process, reducing costs associated with traditional ad buying methods. Advertisers have the flexibility to establish budgets and bid amounts, strategically directing their expenditures toward specific economic KPIs like ROI, ROAS, CPA, or LTV. This ensures that the budget is utilized efficiently, avoiding unnecessary allocation to users unlikely to make in-app purchases.

  • Another one of the significant advantages of mobile programmatic advertising is the transparency it offers. Advertisers can see exactly where their ads are popping up, how well they're doing, and if they're getting their money's worth. It helps build trust and accountability in the ad ecosystem. For example advertisers, to ensure brand safety, can choose which app they want their ads shown in, “blacklisting” specific app categories, like gambling or adult apps, that could hinder their brand image.

  • At last, mobile programmatic advertising makes sure that ads are put in premium and contextually relevant places. This targeted approach enhances the quality of impressions and increases the likelihood of engagement with the target audience.

Which are the Best Mobile Programmatic Advertising Solutions?

When setting up a mobile programmatic advertising campaign one has to decide which is the right platform that can best suit their needs.

Popular self-serve platforms offered by Google, Meta and TikTok have established themselves as leaders in the mobile programmatic advertising space.

Google is a big player when it comes to mobile ads. Their network is massive and they have lots of options to target specific audiences. When they combine Google UAC with mobile devices and apps, advertisers can reach a number of people like never before.

With its massive user base and advanced targeting features, Facebook offers a comprehensive mobile programmatic advertising solution. Advertisers can leverage the social media giant's platform to reach specific demographics and tailor their campaigns for maximum impact.

TikTok has rapidly become a prominent player in the mobile programmatic advertising landscape, especially among younger audiences. Their super fun and creative short-form video contents let advertisers reach users in an engaging and quick way, making it a top choice for brands who want to shake things up.

Beyond the three solutions mentioned above, which ensure ease of use but often prove costly when scaling volumes, there are numerous other DSPs, both self-serve and managed.

DSPs are a key tool for advertisers seeking efficiency, precision, and quality of performance in their programmatic campaigns.

They streamline the ad buying process, enabling efficient access to diverse ad inventory across multiple exchanges. With data-driven targeting, real-time optimization, and cross-device capabilities, DSPs empower advertisers to reach specific audiences effectively.

Run Mobile Programmatic Advertising Campaigns

The significance of mobile programmatic advertising is undeniable

With marketers allocating over half of their budgets to this channel, mobile programmatic advertising has revolutionized the way marketers approach digital advertising. 

By leveraging sophisticated technologies and platforms, advertisers can enhance targeting precision, optimize campaigns in real time, and achieve cost-effective results. 

As the industry continues to evolve, jumping on the mobile programmatic advertising train is essential for staying competitive and reaching the right audience in today's fast-paced digital landscape.

Contact Mapendo if you're interested in exploring our own DSP for boosting mobile apps and mobile games through ROI-optimized app campaigns.