• Venturebeat, Monday, June 24, 2013 8 AM

Mobile advertising has been defined by companies like Adfonic and Jumptap, notes Jonathan Gardner, tech writer, commentator, and all around comms guy for True. The problem: this mobile-only marketplace is growing obsolete. "They and their compatriots have primed the mobile ad market, laying the foundation for a new mobile ecosystem and raising the visibility of mobile among marketers," he writes, adding that the specialists may thrive, but it’s time for them to make some room for a more integrated approach to mobile advertising.

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