Safeguards must be built in by phone service providers, said Heather Way, a research analyst with Parks Associates, a Dallas-based marketing research and consulting firm.

Industry experts say that spending on mobile advertising will increase dramatically in the next few years. A study from Parks Associates projects that the total amount spent by advertisers on mobile in the U.S. and Canada will grow from $208 million this year to nearly $1.5 billion in 2013 .

From the article, "Marketers see new marketing opportunities on mobile screens" by Brian Garr
 

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