research, based on identification of mobile ad spend reported
by IABs, harmonizing the data, and employing statistical and
econometric models to infer a global market size, further
revealed that Latin America accounts for 3.5 per cent of the
global market share while Middle East and Africa made up for
3.2 per cent of the total size.
IAB Europe president and CEO Alain Heureux said, Hyper-personal
and always-on, mobile has a tremendous potential as an advertising
medium. We are recognizing the need for accurate and comprehensive
data to support and provide evidence for its future growth.
This is not just a local or even European affair. As many
mobile campaigns are played out in a global ecosystem, the
market we have to size spans across borders.