The IAB, as part of the s Mobile Marketplace event, has unveiled its first Mobile Buyer's Guide, which offers general information about the segment, key ad terms, so-called "shortcode" campaigns and types of mobile ads. "We designed this guide to provide everything an agency or marketer would need to create a mobile advertising campaign," said Jeremy Fain, vice president of industry services at IAB. "Marketers and agencies are now creating multiscreen campaigns, and mobile is playing an increasingly significant role as more advertisers use it to reach their customers."

Related Summaries