Why audience segments are the new currency in mobile advertising
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"ce27c9e30f1d429321179a3db7cdaead","s":"8301cdcfbd6fd105"}
Irene Herranz is head of global developer relations at InMobi