In the past few years, mobile has begun to generate traceable revenue for advertisers, Eric Mugnier, M&C Saatchi Mobile's North American business, said in an interview. The fragmented nature of mobile makes it a challenging space, he said. But the nature of mobile is changing rapidly, and "if you look at who is delivering the most impressions today, if you look at the U.S. market, it's Facebook, Twitter, Pandora or the large publishers like that," Mugnier said.

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