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»Mobile World Congress 2016

Futuristic Smart Tech Aside, It’s The Handshake That Gets Deals Done At Mobile World Congress

When Adam Warburton – head of mobile at British foreign currency exchange company Travelex – came to Barcelona for last year’s Mobile World Congress, his mission was to comb the exhibition halls and find a marketing technology partner. At the time, Warburton had just started at Travelex after a two-and-a-half-year stint as a mobile manager... Continue reading »
by Allison Schiff // February 26th, 2016 //
»
Starcom: ‘Advertising Is An Art-And-Science Industry – And It Always Will Be’

Devices and hardware will come and go. “Which is why the future is absolutely about mobility,” said Lisa Donohue, CEO of Publicis Groupe’s Starcom. “Mobility and understanding a consumer’s movements, the decisions they make and why they make them.” It’s a philosophy Starcom applies to “new establishment” clients like Airbnb and to more “classic” brands... Continue reading »
by Allison Schiff // February 25th, 2016 //
»
At Mobile World Congress, Ad Blocking Is A Game Of Cat-And-Mouse

MWC drinking game: Take a drink every time someone says “value exchange” in reference to the ad-blocking issue. You won’t stand a chance. “We believe in the fair value exchange. If someone wants content from CBS Interactive, we will deliver it to them happily for free in exchange for them watching an ad,” said CBS... Continue reading »
by Allison Schiff // February 24th, 2016 //
»
MWC 2016: There’s Value In Location Data, But It’s Still A Bumpy Road

Location data is buzzing at Mobile World Congress in Barcelona. “Where you go is who you are,” said Daniel Rosen, global director of advertising at Telefónica, speaking at an MWC Mobile Media Summit (MMS) satellite event. “[It’s] hugely powerful.” That’s coming from a carrier with its own mobile exchange, Axonix, an audience buying platform fueled... Continue reading »
by Allison Schiff // February 23rd, 2016 //
»
Omnicom’s Jonathan Nelson: Media Buying ‘Is The Center Of The Universe’

There was a time about five or 10 years ago when “media buyers couldn’t get arrested,” quipped Omnicom Digital CEO Jonathan Nelson at the Mobile Media Summit on Monday, part of Mobile World Congress in Barcelona. Now the media-buying function sits at the heart of the programmatic revolution happening inside the holding companies. “It’s the... Continue reading »
by Allison Schiff // February 23rd, 2016 //
»
MWC 2016: The Future Of Apps Is The Mobile Web, The Future Of The Mobile Web Is Apps

The debate over which will prevail – native apps or the mobile web – is moot. The question, rather, is not which will win, but when the two will merge into a more fluid system centered on content and discoverability, rather than friction and discrete downloads. “We’re going to see less disparity between the mobile web... Continue reading »
by Allison Schiff // February 22nd, 2016 //
»

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