Feb 24 2015 Garrett McClure Blog Industry News PUBLISHER NEWS: INDUSTRY INSIGHTS Defining and Measuring Mobile in 2015 As mobile advertising becomes increasingly popular, marketers are trying to define what makes an ad truly mobile. In fact, 97% of marketers agree that smartphone and tablet in-app ads are mobile, but treatment of ad revenue is more contentious when it comes to in-browser ads on these devices. eMarketer expects mobile ad spending in the U.S. to reach $28.48 billion in 2015. Learn more about the mobile ad spending landscape here. Rethinking Premium Inventory and Programmatic Platforms Eric Picard, vice president of strategic partnerships at MediaMath, offers his perspective on programmatic buying and premium inventory in a new column in AdExchanger’s Data-Driven Thinking blog. Programmatic buying platforms have historically been tied to open exchange inventory, but recently they have been used to buy across private RTB marketplaces with premium inventory that better suits the goals of advertisers. Find out how programmatic changes the way advertisers’ value inventory here.