Columns
December 5, 2016
Despite mcommerce’s tremendous growth, monetization is lagging behind desktop commerce. Source: AppLift analysis
{"ct":"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","iv":"a1480c54c45b413623b63331afbe83d4","s":"5cc31c7c80d0ec03"}
Share your thoughts. Click here