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News Link • Technology: Software

Why No One Likes Mobile Ads and How Companies Hope to Change That

• Technologyreview.com
 

Where consumer attention goes, ad dollars are supposed to follow. That hasn’t quite happened on mobile devices.

U.S. adults now spend about 82 minutes a day on average using mobile devices for activities other than calls. Yet only about 2 percent of all advertising dollars is being spent on mobile websites or inside mobile apps, according to estimates from eMarketer, an advertising research company.

The problem, advertisers say, is that technologies for tracking users and measuring the impact of ads haven’t kept up with the fast switch by consumers to smartphones and tablets, leaving marketers unsure if the ads are working and unwilling to commit large budgets.

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