Hold that SDK: Mobile app advertising help is on the way

Mobile app advertising has been an ongoing, complex challenge for the ad industry in almost every way. Most notably, mobile apps make it hard to scale a targeted media buy and measure accurately — basically, mobile apps don’t play nice with the adtech ecosystem. Why native mobile apps hold back advertisers and publishers Apps you install from the Apple or Google app stores are small, proprietary software applications. App developers must build their apps to the specifications of each proprietary platform (iOS, Android) and have them tested and approved for quality within each store. While this approach ultimately results in a smooth app user experience, the whole “app store” model is fraught with a few core issues for advertiser and publishers: