By Ben Phillips

As mobile grows ever more powerful, finding consistent and reliable standards to assess it is critical.

It’s a key challenge for advertisers and as part of the Mobile World Congress’s Mobile Media Summit, I took part in a panel discussion about the key barrier to successful mobile measurement.

Chaired by Unilever’s director of global media innovation Jay Altschuler, the common theme was the need to measure engagement as a primary objective.

Mobile technology is developing ways to do this with greater efficiency than ever before. We are no longer reliant on desktop tools to address the complexities and nuances of mobile.

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Source: The Drum