Brands Pulling Mobile In-house

As the handheld economy matures, marketers are questioning the need for outside app developers

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Mobile app money has turned many tech startups into multimillion-dollar firms in recent years while padding the coffers of ad agencies acting as middlemen. But the link connecting brands to apps developers via agencies is starting to look tenuous as CPGs and retailers hire their own mobile technologists, according to an informal poll of Advertising Week attendees last week.

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