Lack of Measurement Transparency for Mobile Ad Campaigns Restricts Flow of Brand Dollars

Six years after the launch of the iPhone, and nearly two million apps later, brand advertising accounts for a meager 20 percent of mobile ad dollars. In spite of every lofty forecast of mobile ad dollars predicting an imminent skew towards brand advertising, the share of brand spend has risen from 15 percent to 20 percent in the past five years. […]