Are you reading this on a mobile device? Perhaps not, but the odds are much better this year than at this point in 2011. That's because Marshall McLuhan was right: The medium has more of an influence than the content it conveys.This year's list of top advertising trends is mostly about the shifting ways that consumers experience content and how publishers hope to harness those experiences. Some see it as a chance to reboot the digital advertising model. Others view it as a future in which publishers compete for lower and lower stakes as advertising migrates to (so far) cheaper mobile formats.
1. Native Advertising
The term "native advertising" was allegedly first introduced by vent…
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