The Next Big Opportunity in Mobile Advertising

The typical mobile phone’s home screen is occupied by more than 30 applications. A digital tragedy of the commons, each additional mobile application a user downloads decreases the odds of an average application re-engaging a user. After all, the time spent on mobile isn’t increasing fast enough to cover the marginal application. Developers have used push notifications effectively to re-engage users, but push overload drives more and more users to opt out of push.

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