INTRODUCTION
When digital advertising spending surpassed television advertising spending in 2016, it offered a clue to what the future held in mobile. In 2016, mobile advertising spending drove 50 percent of digital advertising dollars.1 The news would be even more compelling if brands were confident about the measures they use for assessing the value of mobile in the cross-platform advertising equation. Many in the industry, however, believe that despite the impressive advertising-spend growth forecasts, brands continue to underinvest in mobile. Martin Sorrell, GroupM’s WPP chief executive officer, told AdAgein February 2016, “The mobile...