In February 2013, Rubicon Project commissioned Forrester Consulting to conduct primary research to evaluate sellers’ and buyers’ experiences with mobile display and the benefits of mobile automation. To explore this trend, Forrester developed a hypothesis that tested the assertion that publishers are beginning to sell mobile inventory and that, as their strategies mature, automation will become a key to growth. As mobile use continues to grow among consumers today, the importance for buyers and sellers to use the mobile channel, manage buys and yield, and optimize results becomes increasingly important.
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