Mobile Data Usage & Control Primer 1.0

This is IAB’s first Mobile Data Primer. Like its companion—the IAB Data Usage & Control Primer—the Mobile Data Primer draws on interviews with experts we consulted from branded publisher sites, ad networks, data companies, and other stakeholders in digital advertising, as part of IAB’s ongoing effort to help define common language, concepts and best practices in interactive advertising.

Mobile is fast becoming the heart of online. Mobile devices—cell phones, smartphones and tablets—vastly outnumber laptops and PCs, and in fact the reach of mobile is far greater than that of any other consumer technology, including traditional broadcast or cable TV. Mobile data—data originating or resulting from the use of mobile devices—doubled in volume in 2013 over the previous . . .