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.
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","iv":"74fe0ff79806710900ac8780ba17190e","s":"d110cfaf82babcfa"}