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":"73c9569d5d0b4f0cf4b477daa9371b3f","s":"7998c0a4d896cb95"}
Irene Herranz is head of global developer relations at InMobi