Smaato published a new whitepaper on the mobile advertising ecosystem.
Download the free whitepaper here: www.smaato.com/whitepaper.
This whitepaper aims to deliver a high level overview about the mobile advertising ecosystem. It describes the different segments of the mobile advertising market as well as provides some insights on the different players and processes of the mobile advertising value chain.
The main conclusion of the whitepaper is, that the mobile advertising ecosystem has a high rate of fragmentation and diversification. On one hand the ecosystem is fragmented on a technological level since there are many devices with different operating systems and handsets on the market. On the other hand the market suffers from the very limited amount of marketing budgets in a specific geographical region. This massive fragmentation results in serious market inefficiencies that hinder advertisers to achieve campaign goals and publishers to properly monetize content.