Mobile: It’s complicated, but it shouldn’t be.

Mobile has certainly earned a seat at the table, but it continues to be treated as a separate entity. While it’s true that mobile is different, it deserves to be a thicker slice of the marketing pie. To make that happen, the industry needs to recognize that mobile is just as targetable and measurable as any other channel. Are there challenges? Of course there are. Platform fragmentation, privacy concerns and use case can all make mobile complicated, but there is a light at the end of the tunnel. In this session, David Wyler of AdTruth will lay out the promise of mobile as part of the integrated marketing mix, explain the challenges mobile faces and describe how these can be overcome.