Even though the first quarter of the year is typically slower than the holiday-driven period preceding it, mobile ad exchange MoPub saw a 12% increase in mobile ad spend on the iPhone between quarters. Marketers' increasing turn to mobile comes as 22% of U.S. consumers now access the Internet on more than one device, according to a study by Forrester Research. Given the shift toward more personalized mobile platforms, "[b]rands must start looking for unknown customer needs today and finding creative ways to fulfill them," Forrester writes.

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