Barter economy for ads helps app-makers expand

12/13/2012 | Advertising Age (tiered subscription model)

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.

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