Claim that apps could 'absorb' online display advertising spend have not been met with unanimous approval.

This article titled “Is ‘staggering’ growth in mobile app advertising inventory a good thing?” was written by Stuart Dredge, for guardian.co.uk on Monday 5th September 2011 09.13 UTC

The amount of advertising inventory within mobile apps in the US has exploded in the last year, but does that mean developers and publishers are making a killing from ad-supported apps? New research from mobile analytics firm Flurry raises more questions than answers.

The company published its research on its blog, based on data from more than 100,000 iOS and Android applications using its analytics tools. Flurry calculated that the average app session lasts 4.2 minutes, during which an average of 4.3 adverts are shown.

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