By Justin Pearse

Advertisers ignore in-app inventory at their peril, according to a new report exploring the future of programmatic mobile advertising.

The whitepaper, published by with The Drum in partnership with Tremor Video, available to download here, explores the challenges and opportunities ahead for marketers on this most personal of devices – across both mobile applications and the mobile web.

“Agencies don’t always see the app ecosystem as premium inventory,” says Mike Reynolds, Interactive Advertising Bureau UK (IAB) mobile manager. “But the audience on gaming, for example, on mobile is a valuable one.”

The mobile device commands the lion’s share of a consumer’s Read full story ›

Source: The Drum