Awesome. Gotta give a lot of credit to mobile ad networks for making ads more interesting AND more relevant through improved targeting, etc. Relevant ads don't feel like ads. Modern consumers are savvy and have high expectations for everything, even the ads that hit them when they are using mobile apps. Airpush published a really interesting piece on "Redesigning mobile messaging" recently. It's a great tag onto this article. http://blog.airpush.com/redesigning-messaging-relevance-how-we-grew-to-2/