The mobile Web is currently a “Wild West,” with plenty of undiscovered territory and a different set of user behaviors to be decoded. For advertisers and publishers the question of traffic retention requires a different answer for the smaller screen. In preparing to position themselves properly, marketers looking to leverage mobile need to understand that the search of the future, both in engines and ads, needs to be more anticipatory, better integrated, and deliver compelling, useful results to drive the user to click over to your page or download your app.
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