
The part of the business that is growing the fastest is the number of integrated ad networks and the quantity of data being passed back to them. The challenges are 1) enterprise grade app makers do not want to integrate more SDKs and 2) the buyers of media for mobile app installs have become increasingly suspicious of the value propositions of the entire marketplace of vendors. 3) The mobile app ecosystem is increasingly being dominated by fewer players (no more upstart opportunity).
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