The term “mobile first” has become something of a mantra for publishers who were often too slow to capitalize on the growth of mobile apps and web sites. But those publishers and their advertising partners need to start taking a broader view of how to present — and monetize — content across devices.
Content owners continue to see increased traffic from mobile devices, but ad revenues are lagging far behind. So publishers must experiment with innovative advertising techniques and premium services to create viable business models in mobile.
Mobclix and Nielsen have inked a partnership aimed at providing detailed consumer information for advertisers looking to target their pitches to mobile users. The move will give marketers more confidence as they consider investing in a space where accurate data can be difficult to come by.