This document discusses working with mobile partners to monetize apps. It outlines the shifting mobile landscape from carriers dominating in the early 2000s to apps now having more leverage. Most user time is spent inside apps, especially games, Facebook, and other popular apps. Partnerships allow using user data and deep links to drive more app installs and improve monetization strategies. Working with carriers and device makers requires considering user privacy, content issues, deal structures, and each partner's processes.