Why a Dish takeover of Sprint would be fascinating

Pay-TV operator Dish has made a dramatic bid for Sprint in an effort to elbow SoftBank aside. The company’s $25.5 billion bid is 13% above the offer SoftBank had made previously. What makes the situation so fascinating is the strong growth of mobile video consumption over the past year. In a recent interview with AdGent, the advertising platform company pointed out that browser-based video viewing is now the No.1 activity on tablets, growing faster than app usage. In a separate interview, David Steinberg from XL Marketing remarked that mobile video ads now have roughly three times higher CPM than app ads. Mobile video is now a hot growth category on tablets and smartphones partly because the app advertising market has



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