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Google exec: Mobile opens new realms for advertisers

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Editor's Note: Jason Spero, director of mobile ads for the Americas at Google, will deliver a keynote address during the Inman News Real Estate Connect conference next week in San Francisco. Spero joined Google in May 2010 as part of the company's acquisition of mobile advertising network AdMob, where he served as vice president and general manager of North America responsible for strategy and operations, as well as sales, business development and marketing. Q: What are your thoughts on characteristics of mobile consumers and strategies for successfully engaging with users on the mobile platform? A: First and foremost, I'd say it's critical for businesses to understand that mobile isn't just a smaller version of the desktop. It's a unique new platform, with lots of new and exciting potential, as well as some limitations. Businesses need to better understand the unique attributes of mobile and determine their goals for it as well. Not only does that mean you should build ad campai...