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Programmatic has been hailed by advertisers across the globe for its potential to streamline the ad buying process, while offering target audiences at scale. This research – based on a survey of more than 50 digital marketers with the responsibility of media buying across leading brands and agencies in India – highlights the current landscape, challenges undermining the in-app programmatic advertising industry and a glimpse into its future.

InMobi’s State of Mobile Programmatic Buying : A Buyer’s Perspective survey is the first of its kind research program for mobile marketers. It is designed to help mobile marketers better understand the responsibilities, activities, challenges, and current/future trends of the mobile programmatic world.