“No More Spray and Pray Audience Targeting in Mobile World” - IAB based Classification Approach for Mobile App Audience Measurement

Kajanan Sangaralingam


Mobile app market is overwhelmed with millions of apps. While this has resulted in a burgeoning mobile app market, mobile app constituents face numerous hurdles due to lack of knowledge of their intended audience. However the audience measurement of mobile apps is challenging compared to other media segments (such as print, radio, TV and web). Since the popularity of apps is highly transient the traditional panel based measurements become inappropriate. As the quantity of apps are growing in leaps and bounds on a daily basis, the challenge of measuring the target audience is intensified. Further, due to the volatile and transient nature of mobile app popularity, panel based approaches will not work for mobile apps. Therefore, there is an urgent need to estimate the app audience using a non-panel based reliable technique. Thus motivated, it is proposed a classification based text mining approach to measure mobile app audience. Proposed dynamic approach can be used to estimate the audience of existing 1.5 million apps as well as the incoming new apps. Implications for research and practice are discussed. In addition, future research directions also have been discussed.


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Paper Citation

in Harvard Style

Sangaralingam K. (2014). “No More Spray and Pray Audience Targeting in Mobile World” - IAB based Classification Approach for Mobile App Audience Measurement . In Doctoral Consortium - DCSOFT, (ICSOFT 2014) ISBN Not Available, pages 3-13

in Bibtex Style

author={Kajanan Sangaralingam},
title={“No More Spray and Pray Audience Targeting in Mobile World” - IAB based Classification Approach for Mobile App Audience Measurement},
booktitle={Doctoral Consortium - DCSOFT, (ICSOFT 2014)},
isbn={Not Available},

in EndNote Style

JO - Doctoral Consortium - DCSOFT, (ICSOFT 2014)
TI - “No More Spray and Pray Audience Targeting in Mobile World” - IAB based Classification Approach for Mobile App Audience Measurement
SN - Not Available
AU - Sangaralingam K.
PY - 2014
SP - 3
EP - 13
DO -