Growing role of the publisher in mobile

As part of Advertising Week last week there as an interesting Mashable panel with publishers including execs from Conde Nast and Time Inc talking about mobile. Not surprisingly publishers were touting the value of using their data to increase engagement. Of particular relevance to what we discussed in class last week, ACXIOM CRO, Nada Stirratt is quoted as having said “It will be interesting when we can use data to create 1,000 versions of one banner ad [all targeted at different consumers]." Overall the panel sugests that the role of the publisher has been growing over the past few years and will only continue to grow as investment in mobile increases.
For more on the panel check out http://www.adweek.com/news/technology/publishers-talk-mobile-mashable-panel-144237