CAKE: Addressing the Mobile Tracking Challenge

Posted on: Friday 27 March 2015

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As recently as 25 years ago, it was impossible to predict that the rise of the Internet, together with the remarkable growth in the popularity and computing power of mobile devices, would transform the commercial world beyond recognition.

While marketers have adapted well to accommodate the technologies and techniques associated with online marketing, many initially struggled to leverage the potential benefits arising from the inherent “two- way” nature of digital communication.

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