A Media Rating Council executive at the 2015 Mobile: IAB Marketplace discussed the organization’s goals for setting standards for mobile viewability, and the indication that mobile may overtake digital in the near future, which is a significant statement for marketers. During the “Mobile Measurement: Can Mobile Success Ever Really Be Measured?” session, the MRC executive, alongside Medialets’ chief operating officer, revealed that standardizing the technology may take a while, although it is currently the MRC’s top priority. Millions of impressions will need to be studied to accurately assess viewability for campaigns and fully understand how users interact with their mobile devices.

Mobile commerce is gaining traction throughout the world, but MasterCard’s global chief, Ajay Banga, is not yet convinced that people should replace their credit cards with smartphones. Mobile commerce has managed to attract support because of its convenient nature, allowing consumers to shop for and purchase products using only their mobile devices. This has provided consumers with an effective way to shop online from wherever they are and has streamlined the e-commerce experience for some retailers. According to Ajay Banga, more value should be added to mobile commerce platforms. Currently, the majority of these platforms only provide consumers with the ability to pay …