Google is expected to issue its cross-device report by the end of August, allowing marketers to trace a search trail from smartphones to tablets and desktops. The report is expected to lead to an increase in mobile ad spending, experts said. "I see this as a huge growth push for paid search on mobile. Mobile search campaign budgets are low, but the minute we have a reporting structure that proves conversions, budgets will spike," said Suzy Sandberg, president of PM Digital's Global Digital Media division.

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