Mobile banner ads on smartphones are a "profound failure," because of their tendency to annoy users, writes Dave Hendricks, chief operating officer of LiveIntent. But, he argues, there is one mobile strategy that doesn't raise the ire of users: mobile e-mail banner ads in newsletters that users have elected to opt into. With their "fantastic eCPMs and engagement metrics ... mobile e-mail banner ads often perform as well, or better, than banner ads placed in Web display versions of the same newsletters," Hendricks writes.
How e-mail newsletter ads fulfill the promise of mobile
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