This year will bring about tremendous opportunities for promotional marketers to reach mobile consumers, who are increasingly engaging with mobile offers. Yet, at the same time, there’s a lot of room for improvement.

Brands should get smarter about their retargeting programs as a priority and stop pouring good money after bad. To do so, they need to learn what retargeting really is, how best to use it, and why it can be a valuable tool for both optimization and new customer acquisition.

American culture isn't what it used to be, but an evolution of it in which Latinos want to play an influential role. Surprisingly, when it comes to advertising, brands are not necessarily aligned with this expectation.

IAB EVP and COO Patrick Dolan, along with Winterberry Group analyst Jonathan Margulies, discuss the two groups' new white paper on how ad targeting data is being implemented today across online marketing programs. "If the industry is going to live up to the promise of data as a central corporate asset, it's going to need to put senior-level resources behind its assembly, integration and use," says Margulies.