Our weekly mobile marketing news review. This week:
Article: can viewability co-exist with programmatic?
Viewability continues to be one of the biggest media buying concerns for advertisers. The IAB has set a 70% viewability threshold for measured impressions to guide advertisers. But achieving this for programmatic media is... uncertain.
> Read the article on MediaPost
Insight report: Fetch's findings on mobile media engagement.
Mobile usage may take place throughout the day but the responsiveness and value of users varies a lot by day. Also, there's quite a gap between consumer's media consumption and response in time.
> Read the full report here
Article: how programmatic is reshaping creativity
Far from signalling the end of creativity, programmatic media-buying is giving the marketing industry some dynamic new parameters to consider.
> Read the article on MarketingMagazine