We have just released our second guide to programmatic pricing, which includes programmatic pricing predictions for the coming year and the trends that will likely dominate the marketplace. To inform our guide’s predictions, our data science team studied billions of bids placed and the average CPM price per week in the United States between January and September 2017. Using DSP raw impression files and classification to identify device types, the test included data from more than 10,000 campaigns, across every DMA in the country. Our COO Jay Friedman said, “Mobile advertising has been historically undervalued because it has been siloed or considered secondary to desktop. However, with consumer behavior shifting to mobile and advertisers shifting to people-based marketing efforts, it’s no surprise that prices for mobile ads are going way up next year.”