Today’s consumer “moves between screens and places and moments constantly,” Millennial Media’s Julienne Thompson noted at last month’s Digiday Agency Summit. In many ways, mobile connects those moments. At least 50 percent of consumers have both a smartphone and a desktop, and those consumers divide their time evenly between both devices. This translates to consumers checking their phones about every 6.5 minutes, or 150 times a day.
With these statistics in mind, it makes sense that mobile programmatic is expected to grow at the same rate as programmatic generally, with a 20 percent increase by 2017. Thompson discussed these and other trends, highlighting the MMX platform as a programmatic exchange capitalizing on millennials’ place in the market and Millennial Media’s role as a consultative partner.
See full video of her talk below:
Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying from Digiday on Vimeo.
Image via Shutterstock
More from Digiday
S4 Capital trades billable hours for outputs as AI redraws agency economics
Sir Martin Sorrell’s AI bet: fear billable hours, more output-based deals.
How creators are using generative AI in podcasts, videos and newsletters — and what advertisers think about it
Here’s a look at how some creators are leveraging generative AI to create video, audio and written content — and whether or not that’s a turn-off for advertisers.
Buzzfeed, News Corp and New York Times push back on tariff fears in earnings calls
Publishing execs pushed back on tariff and macroeconomic climate fears in Q1 2025 earnings calls, expressing confidence that their businesses would grow this year.