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

Marketers face the looming reality of mobile-only consumers

Marketers face the task of providing mobile ads without being too intrusive. Getty Images

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.”

@annabager Anna Bager is the executive vice president of industry initiatives at IAB.