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Consumers now spend most of their Internet time on mobile devices, according to a recent BI Intelligence report. However, marketers are far behind the curve in effectively reaching those consumers. On mobile, CPMs are low, ads are often intrusive, and the landscape is fractured by operating system, wireless carrier, device type, and more.

Moreover, mobile also lacks the technical consensus to seamlessly deliver ad targeting, delivery, and measurement.

Put simply, mobile advertising spending and tactics haven't caught up with the upswing in mobile usage.

What's important about the rise of mobile is that it allows people to evade digital advertising, which means marketers will be looking for new ways to reach consumers. The answer may lie in making an old dog more mobile by teaching him some new marketing tricks.

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ABOUT THE AUTHOR

Chris Duskin is the vice-president of marketing for Extole.

LinkedIn: Chris Duskin