Dive Brief: 

• App advertising firm Appia is working to entice more mobile ad sellers with new self-serve tools. 
• The company, which helps mobile developers drive app downloads and monetize through marketing, typically only works with a limited amount of publishers, but is opening its platform to more. 
• In the past year, Appia has increased revenue by 350%. 

Dive Insight: 

As with so many other areas of digital advertising, self-serve and programmatic seem to be the way of the future. It's smart for Appia to recognize that and adapt its platform to allow more publishers to use self-serve tools. Now that more cash is flowing in the mobile app industry, advertising is likely to continue growing.