Numbers, Please: Digital Game Changers: How Social Media Will Help Usher in the Era of Mobile and Multi-Platform Campaign-Effectiveness Measurement
Gian Fulgoni and Andrew Lipsman
comScore, Inc.
INTRODUCTION
Addressing the Mobile Monetization Gap
The advertising-based digital-media economy took the better part of two decades to develop, but the realities of an exceptionally rapid shift from desktop to mobile platforms is creating the most disruptive event in the industry’s history. Marketers are having to contend with a platform that has significant size limitations, while publishers are faced...