Irene Herranz is head of global developer relations at InMobi
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":"6f7dce2b24cc8cc519e252df52b72fe0","s":"17c023d847eefb12"}