How to Prepare for Mobile Advertising’s Fast-Approaching New Frontier

Marketers face the looming reality of mobile-only consumers


Only a few years back, mobile was a “maybe” in the marketing world. In short order, smartphones and tablets proliferated. Consumer consumption on smaller screens rose. Suddenly advertisers needed to be “mobile first.”

Taking things one giant leap further, at this year’s Mobile World Congress in Barcelona, it became increasingly clear that marketers, media buyers and publishers are heading into “mobile only” territory. For those of us who have watched mobile devour more and more of consumers’ time over the past decade, this is extremely good news.

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