Mobile's small screens present special challenges for marketing but leave plenty of room for creativity, Anna Bager, general manager of the Interactive Advertising Bureau's Mobile Marketing Center of Excellence, said in an interview during Cannes Lions. "I think you can do excellent brand building and advertising on a mobile screen, you just have to think differently. ... At IAB, we actually don't define mobile as a screen. It's about a behavior; it's about us as users moving across platforms, being mobile throughout the day."

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