Hey Murray – great post. The mobile app environment provides a huge and growing opportunity for marketers. But it definitely poses challenges as well. One of the biggest ones I have encountered is performance tracking. As online marketers we have gotten used to using cookies to measure campaign performance and connect conversions back to ad impressions. But, since apps typically reside outside of a mobile browser environment, a cookie based approach to performance tracking doesn’t work as well and often not at all. The mobile industry is definitely working on ways to improve in-app tracking, but it remains a hurdle for a lot of marketers (especially performance marketers) to overcome.