by Laurie Sullivan, MediaPost

“Claire Sheils, senior digital media specialist at Chacka Marketing, expects CPCs may rise on mobile with a more aggressive push compared to desktop. She does anticipate lower CPCs on tablets, and mentioned that CPC costs on mobile and desktop will largely depend on the nature of the business, whereas Chris Costello, senior director of marketing research at Kenshoo, thinks this could be the change that narrows the gap between desktop and mobile click pricing, and plans to monitor it closely.”

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