The most important factor in choosing an advertising partner is trustworthiness, according to a Papaya Mobile survey of developers. But 71% of them say ad networks exaggerate their effective Cost Per Thousand impressions claims. "[T]he fact that the vast majority of developers –- especially smaller ones -- are also unhappy with the results achieved relative to the cost suggests a gulf in expectations between themselves and the ad network providers," Papaya Mobile CEO Si Shen says.

Related Summaries