Hello Lately I've been reading a lot of articles/papers/academic research on mobile marketing and advertising. Mainly I've been focussing my search on the value chain, which most of the times looks a little bit like this: BRAND -> MOBILE ADVERTISING AGENCY -> ADVERTISING NETWORK -> PUBLISHER -> CONSUMER However, when I look at case studies it's not too clear. Is someone familiar with working with either a mobile advertising agency or an advertising network? I am looking for real life examples of how a campaign is created and which steps have to be made for the campaign to be implemented. Another question; is it always necessary to work with a mobile advertising agency and/or an advertising network? Thanks in advance!
No. Large publishers are almost always looking to develop partnerships directly with brands. Most have their own in house ad inventory sales team and custom ad serving solution. You'll also find they offer better, more creative, and in-depth ways to interface with consumers via their publishing platform. They know their visitors better than anyone.