Why audience segments are the new currency in mobile advertising
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No 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","iv":"4ccbe7ed69d6c57a06c75a053f141061","s":"5c880149eb4a9390"}
Irene Herranz is head of global developer relations at InMobi