Real time decision making is the focus. Here real-time means real-time optimisation of where the ad is placed and which creative is being shown to which user. How is it to be optimised for the ad and network operator? Real-time cannot be achieved manually. It is to be done programmatically. The programmatic share in mobile display advertising is currently around 30 per cent, whereas more than 75 per cent should be programmatic.

At present, social and search are all programmatic and have real-time optimisation. The rest of the industry needs to follow suit.

More and more people are putting automated trading  for media desks for media procurement. Even creative optimisation is happening real-time.