PubMatic has just released  the third in a series of three mobile point-of-view (mPOV) studies, Crafting Mobile Moments: The Union Between Creativity and Automation which explains in a three-prong framework  how publishers and advertisers can craft the perfect mobile moment by combining creativity and automation:

  1. Betting Creative in Mobile Means Getting to the Point: It’s critical for advertisers to understand that mobile creative must be less intrusive than other formats, with clear and simple marketing messages.
  2. Data is the Key That Opens Mobile Creativity:  In order to target the right consumers with these creative, data integration is key to identify audience profiles.
  3. A Mobile Ad Without a Scalable Platform is Merely a Message in a Bottle: The final step is executing this across a scalable, holistic platform that offers a simple UI, easy API integrations for data sources and the ability to serve any ad format (display,  video, etc) to any device (desktop, mobile, tablet, etc).

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