Commentary

The Medium Is The, Er, Software

That's the way AKQA Mobile Managing Director Dan Rosen described the state of mobile brand media, alluding to the fact that it's all becoming about the software behind the utilities.

"As ads become software brands are now finding themselves as software developers whether they like that or not," he said.

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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