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The pioneer in the mobile ad networks space was Ad Mob, that really took off after its acquisition in 2009 by Google, Inc.
Over the years, some of the largest mobile ad networks were acquired by other major players in the field, like, for instance Flurry and Bright Roll by Yahoo, Mo Pub by Twitter, Millennial Media, by AOL and Live Rail by Facebook.
Mobile apps are first tested within the development environment using emulators and later subjected to field testing.
Emulators provide an inexpensive way to test applications on mobile phones to which developers may not have physical access.
A Mobile Ad Network function is to serve a middle point between these two ends of the value chain, moving inventory across both supply and demand, either directly or via reselling or rebroking of inventory.
As with other software, the explosion in number and variety of apps made discovery a challenge, which in turn led to the creation of a wide range of review, recommendation, and curation sources, including blogs, magazines, and dedicated online app-discovery services.
In 2014 government regulatory agencies began trying to regulate and curate apps, particularly medical apps.
Some companies offer apps as an alternative method to deliver content with certain advantages over an official website.
Usage of mobile apps has become increasingly prevalent across mobile phone users.
The user is often the focus of interaction with their device, and the interface entails components of both hardware and software.