From a real-time bidding (RTB) vendor’s standpoint, declining PC shipments combined with the rise in mobile usage emphasize the importance of “thinking audience first,” commented Paul Alfieri, VP of Marketing at RTB platform provider Turn.
“It might be tempting for marketers to say, 'Mobile is growing so fast, let’s focus on that,' but their customers are likely on all kinds of devices, so it doesn't make sense to think in silos,” Alfieri said. “From Turn’s perspective, that means we have to make sure that in addition to building out our capabilities for mobile…we provide a cross-channel dashboard that shows the interaction between all of the channels.”
Even though PC sales are dropping, ignoring them would be a great mistake, agreed Jeff Green, founder and CEO of The Trade Desk, an RTB platform.
“We absolutely consider mobile the promise of the future…but the here and now is about reaching your audience at scale, which is still on the larger screen — laptops and desktops,” Green noted.
And despite its growth in recent years, the mobile ad ecosystem is “still pretty nascent,” Green added. “There are a bunch of problems to solve, such as user targeting, before it gets its eventual share of the media plan.”
Although mobile ad platforms and other mobile-first vendors have cropped up, they will not likely be able to cut any corners developing a mobile ad market, according to Green. “Seemingly the ecosystem has said, 'Let's just skip to the end state' — with exchanges and RTB and such,” he commented. “But I'm not sure there is any way around the pain of establishing healthy markets.”