Rise of the Mobile Oligarchs

Facebook and Twitter will shape the future mobile media economy

Mobile is the future. This statement is both undeniably true and, like any mantra, irritating the 300th time you hear it.

Illustration: Davor Pavelic

And you hear it a lot in my business, although you don’t need to be a media or technology whiz to recognize how fundamentally human behavior has changed since the advent of mobile computing—a lot of people looking at a lot of small screens, a lot of the time.

But despite this, for many brand marketers, particularly those who came of age during the “traditional digital” era, when the PC and the third-party cookie were reliable constants, mobile may be the future, but right now it is different and weird and hard.

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