Are App Install Ads Holding the Mobile Market Back?

There’s a truth about the mobile ad market that’s rarely discussed. Mobile has been the fastest growing segment of the advertising industry, but the statistics can be misleading. Most of the money in mobile advertising today comes from apps and games advertising themselves in other apps and games, not from big brands running ads. Recently though, growth has been slowing as many big game publishers have become unwilling to run ads for competitors’ products.

What we’re seeing parallels the growth of the desktop Internet advertising industry – widespread user adoption, initial experimentation by advertisers, and trepidation from major brands to shift from established channels.

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