This report analyses the current development of the mobile advertising market. It includes market figures for the period 2008 to 2017, including revenue per user and fixed advertising / paid mobile app market figures for comparative syntheses. The report answers the question of whether mobile advertising should be considered as an extension of the fixed or a distinct new market, and the impacts of mobile in-app ads which are unique to mobile advertising. The ecosystem, key players and new initiatives of telcos are also examined.
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