Mobile apps economy awaits a measurement solution

06/11/2013 | Advertising Age (tiered subscription model)

Inadequate mobile-app audience measurement "is definitely becoming an impediment to faster growth of in-app advertising revenues," says Joe Laszlo, Interactive Advertising Bureau's senior director at the Mobile Marketing Center of Excellence. There are deficiencies in both of the standard methods, panel-based and in-app direct-measurement relying on analytics, writes Kate Kaye. Despite attempts at refining the methodologies, the magic "one-size-fits-all" formula remains elusive.

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