If brands are looking to ditch FIFA, then UEFA has just given them the perfect opportunity to stay in football but get away from the stench of corruption with the new Nations League, due to kick off in 2018.

With so few people clicking on ads, and many of those clicks coming from click fraud bots, viewability has become crucial. Although a brand's ad may not be clicked on, at least it's been viewed, and a halo placed around the brand. Trouble is, Google has shown, half of all ads are not even viewable.

If location truly is mobile's cookie then what brands currently experimenting with location-based mobile campaigns need is a way to close the loop between message, footfall and purchase. It's time for the humble beacon to step forward and show us what mobile has always been capable of.

Vodafone's courtship of Tesco's Blinkbox service is as much about providing entertainment to the big screen as it is a means to offer exclusive content to mobile phone subscribers. The race from the handheld to the living room screen is truly underway.

Twitter scouring your mobile phone and tablet to see which other apps you have downloaded is bound to cause a privacy backlash. So the question that springs to mind is whether the site really needs to pick this fight. Can't it tell a lot about its users from how they use Twitter itself?