IAB Future Trends Volume 4: When mobile takes control

This report discusses trends and developments in mobile technology, and the impact this will continue to have on advertising.

IAB Future Trends Volume 4: When mobile takes control

Stuart Aitken

Contents

  • What does a mobile world mean for advertisers? Tim Elkington, the IAB’s Director of Research & Strategy, argues that missing out on future sales and revenue is likely to be the most compelling reason that mobile becomes a priority for all advertisers.

  • Mobile measurement: challenges ahead Alison Sprague of FTI Consulting, argues that growth in mobile advertising will be based on robust ROI data – a fact that brings with it inherent challenges.

  • Mobile skills and changing organisations...

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