Outside of juggernauts like Facebook, marketers have struggled for years to deem mobile advertising effective, largely because smartphone-size campaigns lack the same measurement and targeting capabilities desktop advertisers expect.
"What marketers are concerned about today is the staggering shift from desktop to a mobile device," said Richy Glassberg, CEO of WPP-owned Medialets. "In the last two to three years, mobile has taken 60 percent of all usage in digital, but the spending is so far behind.
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