Targeting consumers on mobile poses its own set of challenges

06/25/2013 | BtoB Magazine

The absence of cookies for consumer identification and media fragmentation on mobile pose particular difficulties for remarketing, writes Jon VanZile. The iOS Safari browser generally doesn't accept third-party cookies, a fact that can only partly be remedied by retargeting on major publishers such as Facebook. That introduces the problem of fragmentation, with consumers likely to be found at a variety of major destinations on mobile.

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