Many mobile app-makers are now trading ad inventory with one another via an informal but increasingly clearly systematized barter economy. Some app-makers trade ad space on an ad hoc basis; others develop more formal barter systems, banking ad clicks from the campaigns they host and trading them for ad inventory on other mobile apps. "[Barter has] become a more explicit part of our marketing process. ... We're trading inventory with developers on a regular basis," says Prerna Gupta of Smule.
Published in Brief: