Dan de Sybel, Chief Technology Officer at Infectious Media, features in The Guardian, giving an insight into how advertisers can realise the huge potential of smartphones.
"Keep an eye on what’s next"
Mobile marketing’s huge potential is being held back by the inability of advertisers to understand the impact it has on wider marketing objectives. The good news is that this is set to change. This year’s arrival of cross-device solutions from Facebook and Google will allow marketers to understand if people see or click on mobile ads, and then purchase on their PC/laptop. This is a game-changer. It will support the full benefits of programmatic advertising on mobile, through the combination of advertiser, exchange and third-party data, to produce more effective advertising.
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