• by Gavin O'Malley , Staff Writer @mp_gavin, May 21, 2014

Give all the questions about scale a rest, marketers pleaded at OMMA Mobile on Wedesday. It’s nice -- and obviously more efficient -- but not always possible, or even ideal, they said. “We should be okay with something that doesn’t scale,” said JiYoung Kim, SVP of strategy and new solutions at Ansible Mobile. From campaign to campaign, “It’s not all one size fits all,” noted Webster Lewin, Principal and Mobile & Social Media Strategist at WLOGLOBAL. Meanwhile, Ian Schafer, CEO of Deep Focus, wasn’t so willing to surrender scale. “The whole reason we have ad formats is to decrease friction,” he said. “If mobile ads don’t [fit into existing systems] then that’s a problem for mobile advertisers.”