Columns
February 13, 2012
By Jonathan Treiber
Marketers have often referred to the mobile device as both highly personal and highly social. This is true, depending on context.
{"ct":"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","iv":"da0ad927b2f277cb65ecac5566d5b113","s":"ff9776716260f344"}
Share your thoughts. Click here