In terms of tablets (What else would we be talking about?), what do advertisers now see as success metrics? “It all comes down to ROI associated with that spend,” says Marcus Startzel, SVP
of Sales at Millennial Media. That said, “I think you’ll start to see a lot more ‘online-ish’ metrics come into mobile.” Mobile advertising, Startzel added, “is
very specific” -- although he didn’t differentiate between mobile phones and tablets. On either medium, “tracking through an ad server” isn’t going away. What about
cross-channel attribution -- which allows advertisers to seamlessly measure campaigns across multiple platforms? We’re doing that, today, said Startzel, but he admitted that mobile metrics still
present (unspecified) issues for trackers.
