Big Brands Lag on Mobile-Advertising Infrastructure

Complexity, Inconsistency Hobble Industry Growth

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NEW YORK (AdAge.com) -- The cost of getting an individual user to respond to a recent mobile-ad campaign ranged from 67 cents to $85, according to Michael Collins, CEO of mobile-marketing agency Joule. Speaking at the Interactive Advertising Bureau's Mobile conference, he cited wild cost variations as an example of the complexity and inconsistency that continue to hobble to growth of the mobile-ad industry.

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