Rubicon Project Announces, Mobile Climbs 20% of Programmatic Ad Spend



According to ad tech giant, Rubicon Project, mobile ad platform spending has increased to more than 1,300 percent between Q1 2013 and Q1 2015. That is a huge mark up in just two years. On the programmatic ad buying and selling, mobile  went from 3 percent two years ago to 20 percent today.

This data presents a big possibility for mobile managed revenues to exceed $200 million this fiscal year. The rise indicates that advertisers are now going mobile, while Rubicon is making the right move in investing on mobile programmatic technology.

Rubicon Project’s Head of Mobile, Joe Prusz, recognized a significant opportunity on the mobile distribution for Rubicon Project two years ago. “The infrastructure necessary to enable mobile ads to be bought and sold automatically – the same way they are on desktop – simply did not exist. Over the last two years, we have been tackling that complicated endeavor with a clear mission to scale the mobile market for automation for the entire industry.”

Rubicon Project has recently announced its partnership with Virool’s InLine mobile video format as its exclusive seller. The latest design brings a new premium mobile video inventory, increasing the opportunities for sellers. It does not emerge into full-screen, where it takes over the entire content of the page. Like in-stream native formats, it appears within the content. The video plays on mute and dissolves out in the end.

According to eMarketer’s forecast, programmatic advertising is expected to rise to $20 billion by late 2016. That’s twice the revenue back in 2014. This year, mobile ad spending is expected to overcome desktop.

What are your guesses?