In-App Advertising: Defining The Market And Its Unique Dynamics

In-App Advertising: Defining The Market And Its Unique Dynamics

March 2016

In his recent article on the growth of in-app advertising, Winterberry Group managing director Michael Harrison writes, "The public is consuming media like never before, and their media habits, activities, and preferences change rapidly. Today’s consumer is increasingly mobile-first, is spending more time in-app, is watching a significant amount of digital video, and is more open to viewing contextually relevant advertising, especially in exchange for content and access."