Irene Herranz is head of global developer relations at InMobi
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":"a4af6d949c38cfbf283cb7cf55eb9936","s":"04a870b5d5312d79"}