Mobile marketers look for targeting options across platforms

03/21/2013 | Advertising Age (tiered subscription model)

The power of cookies is slowly crumbling as mobile marketers find new ways to gather data and accurately target consumers based on data points such as device type, browser type and content source. That won't mean the end of cookies on desktop browsers, but it will give mobile marketers a wide range of powerful new targeting tools, says LocalResponse's Nihal Mehta. "The future [of mobile] is that we'll know which exact dollars are being effective," Mehta says.

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