Why audience segments are the new currency in mobile advertising
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No 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","iv":"5168031fcce1cfbacfb8446f7a276083","s":"90cb3c61d0cb4558"}
Irene Herranz is head of global developer relations at InMobi