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With mobile ad spend on track to exceed $100 billion in 2016, publishers and advertising professionals are seeing thousands of new campaigns every year. Though format and channel popularities continue to shift, the majority of mobile campaigns have been for games and apps, but that’s about to change. Consumer brands are poised to make a substantial push into the world of in-app mobile advertising, and that’s great news for the mobile industry at large.

How To Market Your Mobile App?

There are over a million apps on the Google app store, and more than 20,000 apps are being added every month. Almost every business is beginning to create an app.

We’ve been talking about the need for more transparency in mobile advertising for quite some time, so what’s the holdup? Turns out the answer is simple: We haven’t been ready.

There is systemic install fraud in the app economy, according to business intelligence platform Adjust.

In the world of online advertising, 2012 could probably have been called the “year of mobile.” It had been about to happen, we’d been told, for several years. Sure, mobile advertising existed before this, but in this period something palpable changed. It could no doubt have been measured in spend and in budgets allocated to mobile, yet there was also an underlying attitude change. Mobile was real. It was suddenly a true market, with the big players starting to realize that mobile was not just a matter of shrunken processes and different ad units.

A few years back, when mobile advertising debuted, advertisers eagerly embraced it, because they could see how quickly media consumption was shifting, especially among younger consumers. Unfortunately, that embrace occurred without a lot of forethought or strategy as to how this new medium would differ from earlier media channels.

In five years, we will no longer talk about crowdfunding versus traditional funding — it will all just be “funding.” Crowdfunding will be treated as a regular part of the private capital markets because it will co-exist with angel, VC, and private equity funding; it will also incorporate some of their their technologies and best practices.

As the third quarter of 2015 was winding to a close this past September, you couldn’t throw a rock at a laptop without hitting a story about ad blocking, the purported scourge of modern media and the bane of publishers everywhere. It was and remains a very rational and understandable reaction to years of bad ads and legacy thinking that consumers, in their collective hive wisdom, have chosen in some not insignificant number to block ads (especially on desktop and on mobile web sites via iOS9 Safari extensions) — and which business media and self-interested parties have then blown into something even larger.

One of the biggest problems within ad tech is our almost unconscious love of making the simple complicated. If we can make a concept (not the solution, just the concept) appear really complicated, our eventual half-solutions appear really smart, thereby assuring that publishers and advertisers will remain convinced they still need us around.

There’s a great deal of intuitive and counter-intuitive intelligence lurking in the dark corners of data warehouses — if only you’re brave enough to look. We recently took a deep dive into the billions upon billions of mobile ad impressions that ran across our Exchange during the first six months of 2015, and unearthed a series of findings that shine a light on just how ubiquitous and mainstream mobile advertising has become this year — as well as on trends that we truly didn’t expect to find.