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":"0eda16d7c416499e207460fe91babcd0","s":"e16d7d4dd3356257"}
Share your thoughts. Click here