In-app advertising remains one of the biggest unexploited opportunities in digital marketing, according to John Egan, head of demand at MoPub, a Twitter-owned ad exchange.
He made the point during a video interview with The Drum, which sought to explain how in-app advertising is emerging as a key channel, which can help brands to become a more significant part of consumers' daily digital lives thanks to its demographic reach and significant time spend on the channel. "It's essentially playing a bigger role in a user's digital day," he said.
“If you have a broad audience and a lot of people spending time on a particular channel, that’s a pretty strong foundation to work from,” he added.
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