MOBILE

Standards are not known for being a rousing area of industry discussion, but that does not mean they aren’t critical to a functioning ad tech ecosystem. The next release of the MRAID specification will see the IAB implement huge changes, rather than small iterations. But what does this mean for the digital video advertising indsutry?

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Mobile content is booming and brand advertising across mobile channels is taking the programmatic ad market by storm. Here we look at why in-app inventory is so popular with both users and advertisers and how media companies can capitalize.

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In-app video monetization has taken flight, with engaged viewers in the US spending 88% of their time on mobile consuming in-app content (ComScore 2014), but the relationship between media companies and advertisers is being stifled by a nasty culprit.

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