The most interesting part to me is his appeal for brands to avail themselves of technologies that allow them to get granular action tracking in the mobile app environment. Right now, most brands spend a disproportionate share of their total spend on the mobile web versus in apps. Perhaps in part because in-app tracking is (well, used to be) so much tougher. But there are solutions now and they can enable brands to capitalize on the 44% of user time now spent in apps.
Do check out Kurt's post.
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