The document discusses how programmatic advertising within mobile apps has evolved over the past decade and what may define it in the next decade. It notes that in the past decade, app marketing focused on installations, gaming, social media, geo-targeting, and some upper funnel video ads, while programmatic advertising has now replaced older ad network models. Going forward, the document predicts that app marketing will increasingly tie online and offline metrics, focus on remarketing to existing app users, leverage mobile intelligence, and aim for closed-loop solutions through greater harmony between buy-side and sell-side platforms.

1. Unlocking the Power of Mobile Apps
with Programmatic Advertising
Anne Frisbie
SVP & GM of North America

2. Agenda
1 2
3 4
A Look Back at In-
App Marketing
In-App Marketing
is Not Just App
Install Anymore
How Success
Metrics Are
Evolving
What The Next
Decade Looks Like

3. A New Decade. A Look Back 10 Years.
Mobile Programmatic Social

4. App Marketing Evolution in Early Days
CPI Location Programmatic &
Mobile Video

5. Who Runs the World? Apps.
Mobile is more popular than any
other screen, including TV, and
the vast majority of time spent
in mobile is on apps.
The Connected Consumer is an
App-Centric Consumer.
Emerging screens like connected
TV are all powered by apps.
Availability of high-quality,
first-party audiences
Apps are central to everything we do now:

6. Beyond Reach, Core Media Benefits of Apps
Strong People
(Device/Media)
Identifiers
High Impact
Ad Formats
Location Signals A Happy Place.
Consumer Love &
Loyalty

7. How Are Brands Using Apps Now?
Reach &
High Impact Branding
TV Extensions
Upper Funnel

8. How Are Brands Starting to Use Apps?
Prospecting Leads
Mid-Funnel

9. How Are Lower Funnel App Marketing Tactics Evolving?
Cross Device Sales
&
Post Install Business
Metric
Remarketing &
Retention.
U.S. advertisers will
improve here! I have faith.
Lower Funnel

10. Will Mobile Apps Break Down Silos & Serve as a Key Link?
CTV + MobileOOH + Mobile Connected Home
Cross Channel & The Connected Consumer

11. App Marketing & Offline Marketing Outcomes
Footfall
Drive to Store
Pick Up In Store
Test Drive
Butts in Seats
In-Store Sales Lift
The Next Decade

12. Achieving Harmony in Programmatic
Once upon a time, the buy side and the sell side were not aligned and did
not trust one another.
Programmatic has brought transparency. Examples: bundle IDs, device
IDs, plus app-ads.txt and sellers.json initiatives from IAB
Open Measurement SDK has brought 3rd Party independent MRC
Accredited Measurement.
Even greater harmony will be needed to deliver closed loop marketing
solutions that compete versus the walled gardens.

13. Looking Back, Looking Ahead
What defined Mobile in the last decade, and what will define it in the
decade to come?
2010-2020
● Install-First Thinking
● Gaming
● Social Media Apps
● Geo-Targeting
● Some Upper Funnel Video
● Programmatic over Ad
Network models
2020-2025+
● Offline not just Online
● App Remarketing
● Mobile Intelligence
● Closed Loop Marketing
● Need true harmony for open web
programmatic to compete vs
walled gardens or other closed
ecosystems on business results

14. Unlocking the Power of Mobile Apps
with Programmatic Advertising
Anne Frisbie
SVP & GM of North America