Could Twitter get "mobile programmatic" first? The company acquired the MoPub mobile SSP/exchange this week, gaining not only mobile RTB technology but also DSPs to plug into it. In the desktop arena, that level of integration has taken more than a year for Facebook to build and expand.
MoPub also gives Twitter something Facebook doesn't have: relationships with publishers. In a conversation with AdExchanger, Twitter VP Product, Revenue Kevin Weil declined to comment on whether the company will activate its data through a publisher network. But if it does so, and Facebook follows suit by acquiring mobile publishers through an SSP or mobile exchange deal, it could raise the stakes considerably not only in mobile/programmatic, but also in native/programmatic and, for that matter, mobile/native.
Finally, video represents another revenue opportunity for Facebook, one that it has apparently put on ice for the time being. AdAge reported, and Facebook has confirmed with us, the decision to postpone the rollout of high-impact video ads in the News Feed. Facebook has not given a reason for the delay, which may include user experience concerns, a desire to wait for a dip in investor approval to play a new "revenue card" or suboptimal interest from brand advertisers at the $1 million to $2.5 million price tag it had reportedly sought.
Among ad formats, video is perhaps the least likely to be added to Facebook's programmatic mix in the foreseeable future -- at least of the sort that Facebook has been pitching to advertisers over the summer.