Mobile advertising takes shape on a long learning curve

09/27/2012 | Wall Street Journal, The

The mobile ad industry is beginning to learn that ads that engage users with games, entice them with coupons or provide information tend to produce better results on mobile devices than ordinary Web display ads transplanted to mobile, according to this article. Mobile ads also continues to struggle with competing demands from advertisers for better metrics and data and consumers' demands for privacy. "The mobile ad market is just not fully formed yet," said KC Estenson, who oversees CNN's online and mobile business.

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