Allrecipes’ redesign addresses the mobile web experience, but not the mobile app experience. Despite having 23 million app downloads, “monetizing apps is even harder than monetizing mobile,” Pavlovsky said, because it yields lower CPMs and requires different infrastructure.
He hopes, however, the omniscreen ads will help extend Allrecipes’ business model into the app environment. And once app monetization improves, Allrecipes will start investing in capabilities like deep linking, which would increase traffic to its app.
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