More people access news via the mobile web than the top 100
largest newspapers in the United States combined.

The ongoing debate over the “right” metric for measuring online advertising’s value as a medium continues. Despite the wired Web’s growth and maturity, few signs point to a consensus. There is an opportunity here for the mobile advertising ecosystem to focus on what is important for advertisers.

Similar to online, there are conflicting views on the most effective metrics to gauge the scale, growth and value of the mobile advertising market. This is not surprising.

Some believe that total ad impressions is the barometer by which to best measure the market. Total ad impressions is a legacy metric that has not accurately measured online effectiveness and is not relevant for mobile.