Ari Mir, co-founder start-up company Pocket Change, believes that mobile advertising is broken, and thinks he knows how to fix it. When an ad pops up and disrupts the user experience, almost no one will click on it, and in fact Mir believes that 99% of the time an ad is presented in this fashion, it will fail. Mir invented a fake product in order to test his method of “intent based” ad presentation against traditional methods, and found that his new method was five times as effective as the other methods he tested against.

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How To Fix Online Mobile Advertising – Forbes