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":"755b2175273e9ea318ddbb541b0038fc","s":"0e14ce37dcbe4f07"}
Irene Herranz is head of global developer relations at InMobi