It Happened in Mobile First: How Mobile Advertising Anticipated the Industry’s Biggest Challenges
June 18, 2025
By Brian Quinn
The challenges facing today’s digital advertising ecosystem — signal loss, privacy constraints, platform consolidation — first emerged in mobile.
As the earliest mainstream digital-first channel, mobile has operated under constraints that only recently reached marketers in display, programmatic, retail media, and streaming. It adapted to the deprecation of device identifiers, restrictive SDK (software development kit) policies, and shifting consent requirements. It also developed measurement approaches, including probabilistic modeling, event-level aggregation, and LTV-based optimization, that long predate the industry’s current push toward outcomes.
To read more, CLICK HERE.
Courtesy of The Association of National Advertisers
