The pipes of the mobile ad industry aren’t broken — they are in the process of being built. At this stage in the evolution of mobile, knowing what you don’t know is just as valuable as what you do know. While there are significant challenges in mobile ad:tech, none appear insurmountable. In fact, savvy agencies and brands are more excited by the potential for mobile measurement than concerned about current limitations. This session discussed how agencies and marketers are proactively addressing issues, what unique long-term measurement opportunities have been prioritized and why storytelling about mobile ad operations will be crucial to the mobile's industry's future growth.