This will be a very different industry one year from today. Not just from the increase in revenue, but because of new PTV formats that will evolve, better metrics by which to measure and improve the entire ecosystem and an improved infrastructure created to handle the inevitable growth.

Recent findings by the MMA show that there are a few key areas that will ensure the growth of PTV. Among them are collaboration and integration industry-wide. This means companies will do best if they share knowledge to advance to the industry together.

Measurement and metrics are also very important, namely establishing common definitions and currencies. When terminology and cost is generally the same across the board, PTV will become much more accepted.

Finally, privacy is a top issue for consumers.

It is paramount for all players in the PTV ecosystem to ensure that consumer privacy and protection is maintained at all times in order to secure the long-term sustainability of mobile as a viable media channel, especially for applications as personal as PTV.