Mobile is more about disruption than about screens, and consumer behavior across the ever-growing multiplicity of devices should be the focus for marketers, writes Anna Bager, vice president of the IAB's Mobile Marketing Center of Excellence. While it's important to provide a consistent experience across platforms, more experimentation is also needed, Bager writes. "Marketers need to approach mobile not by device, but by their individual objectives. Select the ideal combination of right time, right environment and right consumer and then incorporate whichever device or devices best serve the intention," she writes.

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