Mobile marketing mystics: Unlocking the potential of in-app advertising

Imagine it’s the 1980s for a second. You, a crystal-gazing marketeer, explain to your CMO that the future of marketing lays in mobile telephones.

‘Mobile phones! Pfft. They’re a yuppie fad, we don’t advertise to bricks,’ might come the scowling response of this 80s stereotype.

The derision wouldn’t be misplaced. For the first four decades that mobile phones existed, they were just that: mobile (as in, portable); phones (as in, well, a phone... for calling people). Outside...