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Mobile is undoubtedly an important platform for brands given the consumer time spent on mobile. Though, some brands have been reluctant to invest in mobile advertising thus far due to lack of standards for measurement: intra-mobile, cross-device, online and offline. The fact that most conversions occur outside of mobile also make it difficult for marketers to prove that their mobile ad spend is working. Mobile measurement can be perfected. But what are some current best practices for brands to leverage in order to take advantage of the consumer attention on mobile and build a measurement regime they can rely on?
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