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":"28c3ee3399e2768207acfefd290643ee","s":"18e313f990b0cd95"}
Irene Herranz is head of global developer relations at InMobi