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U.S. Mobile Advertising Market

NEW YORK, March 20, 2013 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

U.S. Mobile Advertising Market

Mobile advertising is the process of describing or presenting a product, a service, an idea, or an organization through mobile communication channels to induce mobile subscribers to buy, interact, or support the item being advertised. The U.S. mobile advertising ecosystem has started to resemble the online advertising ecosystem, yet there are some industry challenges that are quite unique to mobiles, including the lack of a proper re-targeting framework, and privacy implications. This study analyses the key trends and presents market forecasts for the U.S. mobile advertising market for the 2009–2017 time frame.

Table of Contents

C h a p t e r 1

Executive Summary

Introduction and Overview 1-1

Introduction to Mobile Advertising 1-1

Market Segmentation 1-1

Key Findings and Conclusions 1-2

C h a p t e r 2

Strategic Evaluation and Analysis

Next-generation Mobile Advertising Trends 2-1

Audience Targeting and Mobile Advertising 2-1

Location-based and Location-enabled Mobile Advertising 2-2

Cross-device Ad Retargeting 2-4

Emergence of the DSP and the DMP Ad Serving Models in Mobile 2-4

Private (and Public) Mobile Ad Exchanges 2-5

Roadmap for Mobile Advertising 2-6

C h a p t e r 3

U.S. Mobile Advertising Market

Key Market Definitions 3-1

Market Definitions and Overview 3-1

On-deck Mobile Advertising 3-1

Off-deck Mobile Advertising 3-1

Demand-side Platforms 3-2

Ad Exchanges 3-2

Market Dynamics 3-3

Industry Challenges 3-3

Using Mobile Advertising as an Integrated Component of Digital Advertising 3-3

Avoiding the "let down" Effect 3-4

Achieving Advanced Targeting Without Infringing on User Privacy 3-4

Ineffective Cross-device Digital Advertising 3-4

Complexity in the Mobile Advertising Value Chain 3-5

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