In the first of three articles looking at the future of mobile ads, ME exec editor Tim Green gauges the market...
Advertising is the great hope of the mobile business, subsidising content purchases and compensating for falling voice and text revenues. So why does it feel like brands still don’t get it?And for a sector said to suffer from a lack of metrics, mobile advertising doesn’t half have a lot of metrics.
Confused? Well, the lack of data refers to the relative inability of the networks to let advertisers specify which consumers they want to target. The corresponding surplus relates to the dizzying number of statistical predictions made about how much cash the market could generate. It seems as if every research company on the planet has made a projection.
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