After reviewing Chapter 8 about mobile web advertising, it’s time to jump in and understand how advertisers get their advertisements into the budding world of applications. These applications can be anything from apps on a phone that users download from an app store to apps on game consoles or smart TVs. I’ll discuss the different environments per device and OS and discuss use cases for all. I’ll review software development kits (SDKs) and how they’re involved in serving ads as well as how ads can have much more feature-rich capabilities when served into an app than a mobile web environment. I’ll talk about SDK providers such as AdMarvel, Medialets, and Millennial Media, which provide in-app advertising, and I’ll focus on the IAB’s solution and standard with the ORMMA and MRAID API.
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