Said another way, publishers need to focus more on monetizing users, rather than monetizing apps.

Of course, to implement this blended approach, publishers must first identify individual users according to their spending habits.

On average, developers that have enabled targeting in their ad serving have seen more than a 30 percent lift in CPMs and 50 percent lift in fill rates.

In one case, a developer that enabled targeting saw a 300 percent lift in fill rate that resulted in more than 1 million extra impressions per day.Enabling advertisers to target audiences based on location and demographics is key to success in today s crowded app marketplace.

Particularly in the ever-expanding programmatic landscape, capturing and passing through information related to a user s location, device and known demographics is vital to user monetization.

Often, this data is right at developers fingertips; they simply need to remember to literally share the wealth.As COO of AerServ, Andrew Gerhart oversees daily operations, ensuring clients, employees, and partners get the solutions necessary to success in a social/mobile world.

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