Over the past decade, mobile device usage has reached critical mass, and advertisers
are eager to capture this valuable consumer attention. But mobile video advertising must
overcome several challenges before it reaches full potential. There isn’t enough premium
inventory to satisfy advertiser demand. A lack of consistent standards and cross-platform
measurement makes it harder to measure results. Buying mobile inventory across platforms
needs to be simplified and rationalized. And the technologies to serve ads, manage workflow
and automate processes remain underutilized.
