In pursuit of a standard metric for mobile marketing

This article explains the importance of a standard metric for mobile marketing and ways in which marketers can best practice mobile metrics.

With adoption rates and mobile ad spend skyrocketing, the marketing industry needs a standardized metric for mobile media now more than ever.

Mobile marketing began as simply an extension of a brand's overall digital program, but for many advertisers it has rapidly turned into the preferred platform for reaching and engaging their audience. Mobile ad spending in the U.S. will top $53 billion this year, according to eMarketer, which also predicts that by 2020 smartphone-centric campaigns will account for more than 70 percent of the expected $105 billion in U.S. digital ad spending. With this growth has come the realization...

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