They are increasing the methods and sophistication in which advertisers can target their consumers. Apple and Google have their in-app advertising platforms, iAd and AdMob respectively. Facebook and Twitter have mobile only ad formats and all publishers sell mobile only impressions.
When it comes to App Download products most publishers seem to have an offering.
indago digital works with clients to help them understand the best technologies to use to measure success. Based on goals and target market we also recommend the right networks and techniques to utilise.