What MWC taught us about the shifting power dynamic in mobile advertising | The Drum

The curtain has drawn on Mobile World Congress 2016 where the topic of mobile operators establishing themselves as major power brokers in the advertising world, plus the question of how best to use mobile devices as a marketing medium were discussed by industry leaders on stage. The Drum rounds up some of the key themes the telecoms and marketing industries must negotiate.

Ad blocking, and in particular the prospect of mobile operators implementing such technology at a network level has been bubbling under the surface of the industry, and in the days running up to the show Hutchison Whompa’s Three dropped a bomb on the discourse of the event.

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