The auto industry is doing an exemplary job of creating compelling mobile ads that implement new ad units, Mindshare's director of mobile, Craig Weinberg, said at IAB Mobile Marketplace on Monday. Mindshare and Jaguar worked together on a cross-screen HTML5 campaign that used responsive design, a feature Weinberg said helped improve Jaguar's ability to track its effectiveness. "When you're in a different need state and you're on mobile, shouldn't you be given a different creative that's tailored towards that experience at that particular time?" he said.
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