Will KassoyCEO of AdColony@WillKassoyWill Kassoy is CEO of ad-tech firm AdColony. Voice Marketers Need to Stop Looking at Mobile as a Channel. It’s a Lifestyle And that means putting customer experience above all else. How Advertisers Can Find Where the Heat Is on Mobile There's a myth that mobile is most effective for its utility—that users are simply interested in social and messaging. In reality, mobile use is far more complex, and for many consumers, their smartphone is the go-to source for information and entertainment, making it truly the "first screen."