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Working inside application environments allows ads to have much more deeply integrated tie-ins with the device
and native device features. You can have much more rich functionality than typical mobile web ad delivery. The
creative can use features such as detecting network connections, device hardware, and special file access to add to
calendars or photo albums, as you've just learned. This should all be taken into account when you dream up your next
advertising campaign because the creative can take all of these amazing features into account and really wow a user.
Be sure to bring in the right developers and technologists for the creative brainstorming sessions. They'll be able to
inform you if something is not possible before any development occurs.
This chapter covered a lot about mobile applications, including the landscape and profitability of being part of it.
Moreover, it covered the vast world of advertising in applications on various mobile devices. Specifically, I covered
the complex world of application SDKs and their integral role in delivering cutting-edge rich media inside the
application environment and how it differs from a mobile web environment. I reviewed the fragmented role of SDKs
and how technologies like MRAID are out to ease the fragmentation from an application developer and ad developer
standpoint. I went over some of the nuances between SDKs and even reviewed some code samples so you can start
working with them today in your campaigns. I stressed that it's important to ensure that applications become MRAID
compliant, because it's the standard that will make everyone's lives much easier.
In the next chapter, I'll discuss how ads can be taken offline and still reported on when a user regains a network
connection. Mobile is a tricky world to successfully navigate through, but knowing the basics will help you as you head
into the next chapters. See you in Chapter 10!