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David Spark here, reporting for ad:tech at ad:tech NY 2009. After a mobile metrics panel I spoke with Paul Kultgen, Client Service Director, Mobile Media and Advertising for Nielsen Online and Bruce Braun, CEO of Agent M. Braun moderated and Kultgen was on the panel and I asked them what were some of the insights. First, they mentioned mobile’s aligning with the Internet Advertising Bureau (IAB) and the need to understand that mobile is not a mass shared experience like television, but an individual experience and you have to treat the experience as such.   http://www.adtechblog.com/46300/