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":"0b1dbe74e2dc7c32e4c115cb67125e85","s":"d2370f175f375175"}