By Mike Ricci
A recent Advertising Age piece titled “What to Know About the Promise and Perils of Mobile Metrics” joined a chorus of media that has recently been focused on the subject of mobile measurement. Or, more accurately, the continuing perception of the complexity of mobile measurement.
{"ct":"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","iv":"364c74c0e21d07bc270355dbbc4e3145","s":"6b2cc6a5d3277f16"}