When RTB technology made its scale debut a few years ago, it was greater related to non-premium inventory and direct-response advertising campaigns. Today, RTB is the main strategy of access to consumers who use mobile devices in an increasingly mobile world. Development of technologies dictates its own terms and stimulates an increase in media consumption on mobile devices: many impressions today have migrated from desktop computers to mobile devices. In Europe in the third quarter of 2016 the number of mobile impressions increased by 43%. RTB, which was initially perceived as a residual inventory sales channel, passed into the category of the premium channels. Expansion of programmatic from direct sales to branding stimulated the rapid development of mobile technologies and the ability to show ads to properly targeted audience. There are two factors that make real-time branding viable. 1. Branding for mobile devices (mobile-first) "Mobile-first" principle enables brands to find and make contact with those users who do not use other channels, except mobile. According to comScore data, the Internet user is using a modern smartphone or tablet computer more often than PCs. Adapting to mobile devices has had a significant impact also on advertising for desktops, increasing its ability to conduct campaigns. Focusing on mobile platforms has changed our view of ad exchanges and RTB inventory, because it minimizes the residual inventory. Advertising, pop-ups and free Ipod-posts, after which we always have a bad feeling, will never annoy you on your mobile phone. With the advent of smartphones brands are no longer just looking for a way to find cheap impressions, realizing that digital technologies open up new possibilities. At the dawn of the era of mobile devices solutions that allow to monitor the devices, were in their infancy. That's why "mobile-first" principle began to be used for branding campaigns, pushing out direct marketing, which requires real time metrics, such as clicks. But initially mobile did not provide brands with the ability to attribute conversion and ROI. Marketers continued to pay more attention to branding, in spite of the progress made in the field of direct selling on the mobile platforms. As a result, we came to the fact that automakers have started to offer users tours demonstrating automotive interiors and film studios - showing film trailers before loading applications. Mobile programmatic has proved that it can play the role of the channel for premium ads. 2. Technologies and progress in the field of measurement Active development of brand marketing trends in mobile influenced desktop RTB. Stationary technologies began to develop in parallel with mobile ones, have become more complex, forcing the leading brands to risk to manage branding campaign through programmable channels. Integration of private ad exchanges, such as FBX, AOL and eBay, as well as new forms of media, including video and "native ads", has helped to pass to branding using desktop RTB technology. Once the desktop channel moved from residual category into the category of basic inventory, new metrics appeared. "Viewability" and brand-safety have increased confidence in the channel, making RTB more complicated, but also more secure. Thanks to the mobile Internet, which has become the main media channel, the idea of controlling a wide range of advertising campaigns using RTB is no longer alien to marketers. We see today that brands conduct mobile advertising campaigns, using creativity, which is more aimed at informing, rather than action. The shift towards programmable branding is not so great, but the market continues to grow because companies add more media channels to their programmable solutions, especially when it comes to television, that is a traditional and very popular among marketers branding tool.