"The closure of thelondonpaper... is a sign of the extreme steps ad-funded media companies are having to take to protect their margins in the current environment, " Fitch said.
The company's turnkey in-app advertising platform helps developers acquire cost-effective, high-value new users, drive engagement within their applications, and create incremental income by providing an ad-funded payment method.
The shrinkage of the printed book business - particularly in non-fiction - has also led the publisher setting up ad-funded websites Honest John - for car enthusiasts, the Complete University Guide and home-grown veg site Allotments.