IAB Guide to Mobile
Evaluating and Measuring
Laurie Kirschner, head of insights, Yahoo!, highlights the challenges facing mobile marketers when evaluating their campaigns whilst looking at the measurement options available.
Introduction:
"Marketers today are showing an increased interest in using mobile for marketing purposes. Recognising that individuals from hard-to-reach demographic groups are turning to the mobile internet to access information throughout the day, these advertisers are beginning to experiment with this new and largely uncluttered medium."
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