The record so far on mobile devices suggests that rich media and in-game ad integration are highly effective, and games are one area in particular that Disney is concentrating on while retaining its position as a premium publisher, says James Smith, vice president of online and emerging platform ad sales for Disney Interactive Media Group. The recent acquisition of iTunes game developer Tapulous gives Disney a way "to focus on deeper in-game integrations that are more campaign-focused and drive larger deal sizes," Smith says.

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