Publishers will need to rethink entirely the way they present video on mobile devices to lure consumers, Hearst Magazines UK Chief Technology Officer James T. Welsh said in a conversation with the company's new partner Taboola, a video discovery and distribution service. Risk-taking and innovation are essential to make money in the wireless space, Welsh says. For example, he said, "Cutting down standard banners to fit a small screen is unsatisfying for both customers and our commercial partners."

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