SUMMARY
The goal for Chapter 3, The Exchanges and the SSPs, is to help publishers learn from ad-tech service providers how their offerings can help them monetize their mobile inventory.
Now that the mobile app ecosystem has matured, mobile publishers are beginning to expand their views on the role of advertising in their businesses.
We interviewed five of the leading mobile ad-tech providers in the space. Interviewees include:
- Andrew Gerhart Chief Operating Officer, AerServ
- Tim DuBois, Director of Mobile, AppNexus
- Evan Simeone, VP Product Management, PubMatic
Mobile app developers have always depended on consumers to download their apps. But how can mobile advertisers and publishers move beyond installs to expanding mobile advertising as a source of revenue? And how do they determine which ad-tech partner is right for them?
As our research has found, many (but by no means most) are considering using advertising as a source of revenue, and not just a business expense. But how do mobile publishers and advertisers navigate the difficult waters of mobile advertising? And how do they determine which ad-tech partner is right for them?