“There is no question that mobile is becoming ubiquitous,” writes Evan Gerber for Molecular. “It is critical that smart marketers begin to understand how to reach their audience on the emerging third screen. Measurement becomes increasingly crucial as marketing budgets tighten, and it’s ever more important to quantify successes. As this channel evolves, it’s crucial that marketers measure their mobile campaigns; these data will provide the fundamental learnings that can drive real-time changes, as well as provide insight to guide future forays into the blossoming mobile landscape.” Read the article to learn more.