“We’ve Moved Past That Gut Feeling That Mobile Is Big” – IAB

B&T: 21 April, 2015: CEO of the Interactive Advertising Bureau, Alice Manners, has said that mobile phone advertising is now delivering on the promises it's been making over the past decade.

Manners was presenting the results of the IAB's third annual Mobile Landscape Study in Sydney this morning and told the audience that "we're beyond that gut feeling that 'yes, mobile is big'".

When compared with last year's results Manners agreed that publishers were getting plenty of audience numbers via their mobile platform but that hadn't necessarily translated into ad revenues.

By John Bastick, B&T

Read the full article here.