To have control and transparency over bidding processes, app publishers are developing in-house programmatic.
This piece states that apps are now embracing real-time bidding (RTB) for advertising with ad networks and mediation platforms are starting to offer bidding options. With Google and Facebook automating their ad networks, app developers are demanding more transparency in their monetisation relationships.
To manage programmatic media buying directly, some app publishers like Playstudios are bringing their programmatic ad buying in-house. Startups like Dataseat and Kayzen are offering services like self-serve demand-side platforms to assist apps to buy inventory directly.
While it attracts large-scale publishers, the article says that even bigger opportunities will come from medium-sized and long-tail app developers. The Dataseat’s founder David Philippson said, “We don’t just want the largest advertisers, we want to democratize media buying.”
[3 minute read]