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The ad rates over mobiles have taken a plunge by a around 40% this year. The result is not entirely due to the economic downturn but that many brands have migrated towards the wireless, bringing those rates closer to the $15 for reaching a thousand consumers. Large number of apps and the growing presence of mobile on social media has drastically brought down the rates. The CPMs across the web cost a maximum $15 the higher ad rates on mobile didn’t make much sense, as the mobiles don’t offer much interaction already? Perhaps the rates had been higher given the minimum reach mobile ads had and they wanted to tap out the maximum profits. But with times changing, this would eventually go lower, as they are already.