Explaining & Navigating the Complex Mobile Advertising Ecosystem

Getting lost in the real world is never any fun. This is also  true when it comes to navigating the complex mobile advertising ecosystem that currently exists. The good news is that it is easy to get help whether you are a mobile advertiser, developer, or publisher. We are going to break down the various players involved in mobile marketing so that you do not get lost.

You Are Here

Before trying to reach your goals, you need to take a long, hard look at where you are currently. Only then can you begin to learn more about how all the other players in the complex mobile ecosystem may affect you.

  • Advertisers – When a brand wants to use mobile to reach consumers, they have a few different options available to them, including whether to go with a mobile ad network or to sell and serve the advertisements on their own.
  • Ad Agencies – One of the first places advertisers can stop is an ad agency. They will work with either an ad network (usually) or an ad exchange (rarely). Either way, this is usually the first step people take to get into mobile marketing.
  • Ad Networks – Ad networks work with both advertisers (sometimes through an ad agency) and publishers. They purchase large blocks of advertising which they resell to publishers. For many people, this is the easiest way to get started with mobile advertising.
  • Ad Exchanges – An ad exchange usually deals with multiple ad networks, aggregating their available inventory and making the ads available to publishers looking to fill ad slots. The problem here is that it is easy to get lost in the mix, especially if you’re a smaller developer or publisher.
  • Publishers – On the other end of the spectrum are publishers and developers – those who have ad space available for advertisers. This ad space can be sold without an agency, network, or ad exchange, but this may not lead to earning the most from the traffic.

Advertisers and publishers may not seem too far apart on the list above, but you need to factor the fragmentation of the mobile market into the equation. With so many people involved, it’s easy to become overwhelmed. Other obstacles also exist for those who want to get into mobile.

One of the problems is that the mobile ad ecosystem is not as strictly delineated as the “Desktop Internet.”  With mobile advertising, the rules of the road change frequently depending on different combinations of device, wireless operator, and operating system. .

Mobile advertising still lacks a strong technical consensus that enables ad targeting, delivery, and measurement to work together seamlessly. This took a few years to accomplish online with the “desktop Internet.” As the mobile ad industry matures, it will likely become more streamlined and simple for everyone involved, but for now there are a lot of variables involved.

Want a Guide?

Having a guide to help you get the most from mobile marketing while not getting lost in the mix makes a lot of sense. Many advertisers, developers and publishers have already allowed LeadBolt to help them get from point A to point B without a lot of hassle or difficulties. If you are tired of trying to deal with all the small details and just want an easy way to get the most from mobile, we can help.

By staying on the leading edge of technology and keeping our eyes on the future, we are able to offer solutions that can work for you. At LeadBolt, we’re here to guide you through the complex mobile advertising ecosystem safely. Call or contact us today to “ask for directions” and make sure you reach your destination – a land where success is possible.

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Dale CarrExplaining & Navigating the Complex Mobile Advertising Ecosystem