You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Marissa Mayer: Yahoo Needs to Work on Mobile Advertising That's 'Not Intrusive' A Focus on 'Personalization' and Data Portability By Jason Del Rey, Published on January 25, 2013 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.