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A Forrester Consulting Thought Leadership Paper Commissioned By PubMatic January 2019 The Move Toward In-App Advertising How And Why Advertisers Are Increasing Their Spend On In-App Inventory Over The Next 12 Months Table Of Contents 1 Executive Summary 2 Advertising Is Becoming Increasingly Digital, Mobile, And App Focused 5 Advertisers Struggle But Feel That Publishers And Ad Technology Providers Could Ease The Pain 7 Despite Challenges, Marketers Find Value In In-App Advertising 8 Key Recommendations 10 Appendix ABOUT FORRESTER CONSULTING Project Director: Forrester Consulting provides independent and objective research-based consulting Rachel Linthwaite, to help leaders succeed in their organizations. Ranging in scope from a short Market Impact Consultant strategy session to custom projects, Forrester’s Consulting services connect you directly with research analysts who apply expert insight to your specific business Contributing Research: challenges. For more information, visit /consulting. Forrester’s B2C Marketing research group © 2019, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect