Operators and agencies key to realising mobile advertising

Yaniv, Nitzan
February 2008
New Media Age;2/7/2008, p42
Trade Publication
The author contends that realizing the potential of mobile advertising depends on whether or not mobile operators and advertising agencies will cooperate for its realization. The industry has recognized that mobile advertising is the next big thing however most executives are cynical about it. Advertising agencies are eager to realize this potential. It is the operators that are critical about fulfilling mobile advertising's potential.


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