For marketers, mobile advertising holds quite a lot of promise. But until the medium matures into a full-fledged sustainable revenue channel, this ad delivery method needs to overcome a few challenges.
According to Mark Prior, Rocket Fuel's VP of Mobile, mobile accountability is at the forefront of innovation where previously the lack of cookies, data and attribution technologies created a messy soup to measuring the impact and effectiveness of mobile campaigns. Today, brands are now better able to track a user’s online ad behaviors through a combination of sources including traditional web cookies on certain mobile devices, new identifiers from app inventory, and an emerging class of ad tech that makes an accurate prediction about who is using a particular device. Read entire article here>