At the final IAB Mobile Engage event, The Drum caught up with some of the industry’s most influential players to get their thoughts on the mobile advertising industry today.
The Mail Online is investigating the role wearables could play in extending its ability to provide its readers with real time information, according to Hannah Buitekant, Director Mobile, Mail Online.
She discussed how the technology could let the company explore new ways of engaging users beyond the existing huge mobile consumption of Mail Online content.
The fragmentation of mobile however, means programmatic mobile advertising remains yet to meet its huge potential.
Buitekant also said that while advertisers are adapting to how to reach audiences on mobile, they are still not thinking creatively enough about how to do this across multiple platforms.