Jason Morse, VP-mobile products at Criteo, talks about in-app advertising in AdExchanger. A
dding another channel to cross-device campaigns is the way to stay close to the consumer through
the buying journey, he contends.The biggest challenge is still cross-device, people-based targeting, Morse says, and the ability to ensure advertisers deliver the right ad to
the right user seamlessly between app and the Web still needs to be improved.
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