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...