It is a truism that mobile is changing the way that consumers interact with one another, with content and media, and with the wider world around them. One particular impact of this massive behavioral shift is to create what the IAB calls a “new prime time.” Think of prime time in the old media world of television: those key evening hours when everyone was glued to the set, when brand advertisers knew they could reach their desired audiences with their best and most enticing messages. Today, prime time could be any time, whenever someone finds a spare moment to connect via their smartphone or tablet.
One way, therefore, to think about . . .
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