Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

There's an onus on publishers to improve as well, since they're the primary beneficiariesof these wasted ad dollars.The Weather Co.-which had the 14th most unique mobile visitors in the U.S. in March,according to ComScore-said it compensates advertisers for any discrepancies by"overbooking," or offering them more ad inventory than they paid for with theunderstanding that some may fail to render. The company also said it improved itsdiscrepancy rate from more than 20% to less than 10% after it switched to usingDoubleClick for Publishers Premium for its ad serving last fall.Weather Co.'s VP-digital monetization echoed the need for ad counting to bestandardized."There's no agreement about how to measure it, and that's just not fair to anybody," hesaidWhy Cross-Screen Marketing Will Be A Game-ChangerFor The Mobile IndustryPETER CROCKER TODAY 3:35 AMShare Discuss BookmarkMobile remains a fraction of ad spend for many large advertisers.It‘s not that brands don‘t understand the mobile revolution.They know that consumer time is splitting across devices as smartphones and tablets occupymore and more of our attention.19