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Banner ads and in-app pitches are great for games and other offerings, but sponsored apps could be key for traditional publishers looking to make money in mobile.

Like most Super Bowl match-ups or a season premiere of “Lost,” mobile advertising has failed to live up to deafening hype — and for some pretty good reasons. Those spinning wheels appear to finally be gaining traction, though, thanks to a surge in the use of mobile applications, which is opening the door to an entirely new way for companies to present their brands to consumers via their phones. The rise of in-app advertising in the [...]