eMarketer asked a panel of supply- and demand-side ad experts to explain the difference among mobile inventory that is premium, mid-tier or bottom tier. The following excerpts from conversations with a selection of executives from different corners of the ad market illustrate the fluid state of premium inventory in mobile. The excerpts also highlight the leading factors that drive advertisers to pay premium prices for mobile display inventory. Some of the factors are a mirror image of those shaping the perception—and value—of desktop inventory. Others, such as location targeting, are unique to mobile.
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