Mobile Ad Industry Calls for Standards As Devices Proliferate

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By: John McDermott | Ad Age

With the proliferation of tablets, smartphones and corresponding apps and mobile websites, mobile ad unit inventory is varied, complex and constantly growing. For creative shops, this has meant a difficulty in devising campaigns engineered to run on a myriad of devices. Publishers, likewise, have been left with painfully low CPM rates for mobile ads even as consumption on mobile devices has increased.

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