Transparency, Not Reach, Now Decides Where Mobile Budgets Go

Marketers moved mobile money out of the walled gardens this year, and almost none of it came back. Nearly 64% of agency and brand leaders reallocated mobile budgets from the big platforms to independent advertising partners in the past 12 months, according to EMARKETER and Datum Intelligence. Less than 2% shifted money the other way.

Price transparency inspired the moves. Download our new report to see what 166 agency and brand leaders said about the criteria that now decide:

Which mobile partners get funded
Why marketers measure channel-level ROI even on CPM buys
Where the next three years of in-app budget growth is headed

11 pages

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Transparency, Not Reach, Now Decides Where Mobile Budgets Go

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