This report documents senior advertising buyers’ and media sellers’ views on current market conditions, the latest trends that they are observing in mobile media and marketing, and their predictions for the year ahead.

Globally, advertising buyers - including brands, advertising agencies and programmatic buyers such as Demand Side Platforms (DSPs) and Agency Trading Desks (ATDs) - indicated that they would increase their spending in programmatic mobile private marketplaces by 27% in 2016. A staggering half of brands surveyed predict they will spend between 81-100% of their mobile budget in programmatic private marketplaces (PMPs).

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