30 Mar '16, 6am

3 lessons mobile advertising can learn from display’s mistakes: It is well documented that the boom days of VC...

Phil Guest is senior vice president for international at The Exchange Lab By Phil Guest Take one look at the mobile marketing ecosystem and you will see the parallels between mobile and display advertising: vast swathes of investment from venture capitalists (VC) over the past five years that resulted in a boom that has left a fragmented ecosystem. It is well documented that the boom days of VC ad-tech investment in Silicon Valley are coming to a dramatic end, leaving marketers with a mobile advertising ecosystem that is increasingly difficult to navigate. Add in multiple operating systems alongside the opportunity and challenge proffered by walled-garden publishers such as Facebook and Google present, plus the differences in mobile-Web and application environments, and things start to get messy for marketers. Mobile has the opportunity to help marketers put their consumer...

Full article: http://www.luxurydaily.com/3-lessons-mobile-advertising-c...

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