Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

uyers perceived as driving up prices, cited by two-thirds of respondents.Interestingly, increased mcommerce was only seen as a factor in rising prices byjust over half of respondents.Is the mobile tracking issue improving?By Chantal TodeDecember 6, 2012Several recent developments address mobile tracking issuesTracking mobile users presents several challenges for marketers, a fact that threatens tohamper growth in mobile marketing. Several recent developments promise to addressthese issues and to open the door for more effective mobile ads.It is clear that the industry understands the need for better tracking methods if mobile isto grab a bigger portion of marketing budgets. This is why, over the past couple ofmonths there have been several advancements, such as a new identifier for iOS 6, aunified view of Web and mobile audiences from comScore and a new targeting methodfrom upstart Adelphic,―The gap between mobile‘s share of online minutes and ad spend isn‘t only down totracking difficulties, but tracking is definitely a barrier,‖ said Andrew Shebbeare,founding partner and chief strategist at Essence Digital, New York.―I‘ve lost track of the number of times a client has ditched a mobile effort because ofmeasurement difficulty or ROI skepticism,‖ he said.―I think that answering that challenge is key to driving up eCPMs in mobile forpublishers. The medium dictates that more ads are not the answer - we need better ads.‖Replacing the UDIDAdvertising on mobile is a growing business dependent in part on the ability of marketersto measure the success of their efforts so they can determine ROI and optimizecampaigns. However, because of mobile‘s relative immaturity compared to desktopadvertising and issues related to privacy, tracking users in mobile has been a thorn inmany a marketer‘s side.147