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Interactive Advertising Bureau (IAB) | Millward Brown Digital
Data is from the June 2016 Interactive Advertising Bureau (IAB), Celtra and PadSquad report titled "The Mobile Scroller Ad Concept" conducted by Millward Brown Digital. 507 US mobile device users were surveyed during March 24-31, 2016. Respondents were randomly shown 1 of 2 ads on their mobile device prior to taking the survey—either a 320x50 expandable banner (n=256) or an ad scroller (n=251). The ad scroller format appears as a window that reveals the creative as the user scrolls within a content feed. Celtra provided the ad scroller format; PadSquad provided the creative. Celtra is a creative, analytics and optimization platform for display advertising. PadSquad is a provider of mobile advertising services.
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