CHARTBOOST POWER-UP REPORT DECEMBER 20171
HOW TO CONFIDENTLY ENGAGE
MOBILE CONSUMERS AT SCALE
The Brand Advertiser’s Guide to Mobile Programmatic
CHARTBOOST POWER-UP REPORT DECEMBER 20172
What is Programmatic Advertising?
Mobile is King
Deliver Compelling In-App Creatives
Making Sense of the Programmatic Ecosystem
In-App SDKs Collect the Data You Need
Types of Programmatic Media Buying
Resolving Common Programmatic Misconceptions:
Desktop vs. Mobile
Resolving Common Programmatic Misconceptions:
Mobile Web vs. In-App
The In-App Programmatic Advantage
What does Opt-in really mean?
Reach the Most Engaged Mobile Audience at Scale
CHARTBOOST POWER-UP REPORT DECEMBER 20173
Programmatic is a hot buzzword in today’s mobile advertising industry. While most marketers hear
about programmatic advertising, many of them are
still confused about it and how it fits into the mobile
ecosystem. Its no secret we’re spending more and
more time on our phones. In fact, digital media us-
age time is driven by mobile apps, with smartphone
apps accounting for 69% of all time spent -- com-
pared to 34% on desktop and 7% smartphone mobile
web. Turning to mobile programmatic, is essential for
marketers who want to keep up with the way people
interact with technology.
Brands that have had success with programmatic
marketing on desktop simply can’t afford to ignore
mobile if they want to reach their ideal customers.
With mobile programmatic, brands can combine so-
phisticated targeting with rich mobile device data.
The digital advertising space has evolved at a rapid pace, much of that can be attributed to two main factors: mobile
dominated digital media consumption in apps and major technology advances in automated media buying.
Programmatic, the automation of buying and sell-
ing of digital inventory, offers a huge opportunity for
brands and performance marketers to reach a spe-
cific audience with tailored messaging as they en-
gage with their favorite apps at scale.
This power-up report aims to provide a comprehen-
sive guide to understanding what programmatic is
and how brand advertisers can use it to drive long-
term ROI. We’ll then dive into the various ways to
buy mobile media programmatically and different
creative types to optimize performance.
CHARTBOOST POWER-UP REPORT DECEMBER 20174
Programmatic uses software to automate the buying and selling of ad inventory leveraging computers and algorithms, as op-
posed the traditional human led insertion order process that re-
quires tedious heavy lifting. Before the age of programmatic, a typ-
ical digital advertising process involved drafting several request
for proposals (RFPs), one-on-one negotiations, and manual inser-
tions of orders (IOs), making this way of media buying particular-
ly inefficient and slow -- especially when processing hundreds to
thousands of orders at a time.
Programmatic is important for both buyers and sellers because it
automates traditional workflows and allows for quicker, cheaper
and better targeting than traditional digital ad buying techniques.
Equally as important, programmatic enables marketers to target
success metrics more closely, and continuously optimize perfor-
mance towards campaign KPIs, therefore increasing overall ROI.
It also allows a marketer to gain more customer insights, as the
technology continually gathers “smart” data, based upon the type
of individual that engages with the brand. A marketer can then
take these learnings and apply them across all marketing efforts
to increase overall campaign performance, which creates a more
streamlined, holistic approach to marketing.
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MAKING SENSE OF THE PROGRAMMATIC ECOSYSTEM
Agency trading desk (atd)
An ATD is a massive media buyer and re-sell-
er, which functions as an independent work-
ing unit within a large media buying concern.
This technology helps to manage program-
matic media acquired through a bidding sys-
tem, which intends to seek a certain audience.
Marketing specialists make use of program-
matic advertising obtained through ATDs and
optimize results using DSPs, especially when
there is the need for re-targeting when an ad
campaign is underperforming.
DEMAND-SIDE PLATFORM (DSP)
A DSP is a platform that allows buyers to pur-
chase ad inventory across multiple ad ex-
changes from a single source. Advertisers
leverage the DSP’s interface to manage bids,
set targeting & retargeting criteria, aggregate
disparate data, and optimize campaigns in re-
An ad exchange is a digital marketplace that
enables advertisers and publishers to buy
and sell advertising space, often through re-
al-time auctions. They’re most often used to
sell display, video and mobile ad inventory.
Advertisers and agencies typically use DSPs
to then pick which impressions they wish
to purchase using technologies like de-
mand-side platforms. Those decisions are
often made in real time based on informa-
tion like the user’s historical behavior an
ad is being served to, time of day, device
type, ad position and more.
Before we jump into the specifics of mobile programmatic, let’s first review who the biggest players in the programmatic advertising ecosystem.
supply-SIDE PLATFORM (sSP)
An SSP gives publishers a platform to “sell” their
digital (app or website) inventory to advertisers
placing bids through multiple ad exchanges, ad
networks, and DSPs at once. Through the SSP
interface publishers manage impression inven-
tory and can choose to exclude/include adver-
tisers based on ad quality, experience, and rev-
data managment platform (DmP)
A DMP collects and aggregates first-party data
(data from your own digital properties) plus
third-party demographic and behavioral data to
give you a 360° view of your users. By bringing
this disparate user data into a single view, the
DMP provides key insights into online and offline
activity to help you define narrowly targeted au-
diences. Based on specific behavior, interests,
demographics, purchase history, buying stage,
etc. you can formalize each segment’s criteria.
Armed with a wealth of insights you can then
send highly targeted messages that not only
resonates with your core audience, but inspires
them to take action.
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TYPES OF PROGRAMMATIC MEDIA BUYING
Real Time Bidding (RTB)
One of the biggest misconceptions about
programmatic is Programmatic and RTB
are interchangeable naming conventions.
RTB is the process of buying each advertis-
ing impression in a unique auction, based
on the criteria of the individual whom will
see the ad. For example, when a user
engages and app and views an ad place-
ment, a live auction occurs where the ad-
vertisers bid on the ad view based upon
the user’s habits and interests. Multiple
ad formats and quality in-app placements
are now available through programmatic
buying, including Rewarded Video, Inter-
stitial Video and Static, and Playables.
An invitation-only RTB auction where one
publisher or a select number of publish-
ers invite a select number of buyers to
bid on its inventory. Inventory purchased
is transparent – the buyer knows exactly
which app or site the ad will run on. With
Private Marketplaces, the general prem-
ise is to skip the exchanges altogether.
With Private Marketplaces your buying
platform (DSP) plugs directly into the pre-
mium publisher’s inventory source. The
transaction is within an auction environ-
ment but the terms of the deal are pre-ne-
gotiated between the buyer and seller
and the advertiser must be approved – so
it is more manual than open exchanges.
Programmatic software allows advertis-
ers to buy guaranteed ad impressions
in advance from specific publisher sites,
also referred to as Programmatic Direct.
Programmatic Direct is direct sold, guar-
anteed inventory, that doesn’t require hu-
man intervention to run (non-RTB).
Under programmatic direct deals, a pub-
lisher’s sales rep may negotiate an ar-
rangement with an advertiser that includes
top-tier inventory like home-page- take-
over ads at a fixed price for a guaranteed
number of impressions.
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MOBILE IS KING
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Programmatic has been adopted across most formats and platforms but with mobile
specifically, we’re seeing dynamic growth. Mobile
is where users are engaged and where they are
most likely to convert.
As we see in the chart, mobile video and
mobile display combined represents over 50%
of programmatic spent in 2017. According to
eMarketer, 75% of all v