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Mobile advertising is transforming the industry, but when will mobile, specifically native and video formats, truly adapt to programmatic buying? OpenX, which helped Digiday pioneer the industry's first collective look at "Programmatic + Premium" in 2013, is again taking the lead in looking at the next phase in the evolution of programmatic, across screens and formats. In this presentation, we’ll share our provocative findings about the perception and reality of mobile adoption on programmatic channels from both buyers and sellers.
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