Dive Brief:
- Microsoft has released a Windows Phone extension, entitled "Ad Mediator", to help app developers expand ad inventory.
- Ad Mediator allows developers to call on multiple ad networks, which increases the chances that all ad inventory will be filled.
- The extension will call on third-party networks until it finds one that is live, and then developers can specify how often each network is used.
Dive Insight:
The Windows phone, along with other Windows products, is suffering a bit from being overshadowed by competitors in the iOS and Android markets. Finding a way to make app developers more money will hopefully help the phone bring in a bigger app inventory. With more choices for apps, the Windows phone has a better chance of appealing to more users.
