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Study: Smartphone users wary of in-app ads

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Cambridge, Mass.—Almost three in four smartphone users find in-app ads to be interruptive, according to a poll by mobile ad company Tapjoy Inc. and Forrester Research. The report, "The Mobile In-App Marketing Opportunity," said 70% of smartphone users found in-app ads to be interruptive, while only 17% found in-app ads interesting. Also, just 14% of respondents found in-app ads to be relevant. In addition, 59% said they want to be offered a reward for interacting with an in-app ad, and 49% said they want to see ads relevant to their personal interest. The Tapjoy-Forrester study was based on an online survey, conducted September through November, of 2,000 smartphone users.
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