Mobile overtook desktop computers as the preferred device to access the internet last year, and that trend is forecast to increase by 28% this year. An astounding 68% of mobile users check their phones within 15 minutes of waking up, so it’s not surprising that the advertising industry is hard at work thinking up new strategies for more effective mobile advertising. For now, Snapchat has embraced the power of mobile programmatic, while Google just released best practices for programmatic native on mobile.

Also in this month’s In Case You Missed It, mum’s the word on Amazon’s top secret ad tech, Zuckerberg finally outlines the future of Oculus, and Tiller’s new page-level exclusivity tools allow publishers to optimize around exclusive providers.

Here is Oculus’ vision for the future of VR

Facebook CEO Mark Zuckerberg has long evangelized VR as the next paradigm in online communication, and the most social platform ever. Yet many have been puzzled about how this vision will be realized.

Mobile Ads Need an Update. Programmatic Native Could Be the Answer

Brands have done a good job adapting content experiences for mobile devices—but advertising hasn’t kept up. Now, the industry is embracing programmatic native ads, enabling advertisers to build beautiful, effective ads that fit the form and function of the surrounding content, at scale.

Optimize with Tiller’s new page-level exclusivity tools

Smart publishers know that the best way to optimize is by testing ad performance across networks. Unfortunately, some ad providers have strict exclusivity clauses that prevent publishers from working with other ad providers, making it difficult to test ad performance alongside their competitors. With Tiller, you can now let ad providers compete for your valuable inventory without breaking any exclusivity agreements.

Snapchat is preparing for automated ad sales

Snapchat opened its Ads API platform to programmatic bidding last weekend, enabling marketers to buy ads through automated processes and with more precise targeting, The Information reports.

What you need to know about the state of mobile advertising

Columnist Aaron Strout takes a look at the types of mobile ad formats that exist today, as well as the technology and data that powers them.

Amazon Quietly Expands Its Ad Tech Capabilities; An FCC Proposal Could Hinder Verizon’s Plans

Evidence of Amazon’s ad tech platform designs bubble up to the surface in quiet ways, like the company’s constantly brimming Ad Platforms job board or anonymous, NDA-bound partners signaling big things happening in the background.

Publishers, we know you’re busy generating great content. That’s why we’ve collected a list of the top advertising stories from the month. Now that we’ve optimized your list of must-read industry news, let us optimize your revenue from native and recommended content. Try Tiller today.

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