"If you're building specifically for mobile, you're in the past"

By Erin Griffith , written on May 22, 2013

From The News Desk

While most commentators are now boldly declaring we're in a post-Web 2.0 era, those operating at the bleeding edge of technology have already moved past that. Two years ago it was "The Stream," according to Adweek. Last year it was The Age of Mobile, according to us.

This year, it's a goddamn free-for-all.

Neal Mohan, dubbed "Google's $100 million man," has some thoughts on mobile. He's worked his way up the digital advertising ladder from a startup called NetGravity and through the ranks at DoubleClick before it sold to Google. Now he leads Google's display advertising efforts, which means he shepherded the company's acquisition of mobile ad network Admeld. He also witnessed the company's development of Android and Google Glass firsthand.

At the CM Summit in New York yesterday, Mohan said mobile can no longer exist as a separate entity. It's part of an integrated experience that spans not just phones and tablets but Google Glass, smartwatches, Spark Devices, SmartThings, etc. He sent a pointed warning to slow-moving companies that view their mobile strategy as something separate from whatever their big-picture strategy is, be it advertising, media, apps, commerce or otherwise.

"If you're building specifically for mobile you're in the past," Mohan said. "Consumers live in a multi-screen world. We see it as part of an integrated, consumer-centric experience."

He noted that Google has invested in things like enhanced campaigns to push its advertisers to run ads that work seamlessly across numerous devices. "Mobile should be a first-class citizen in everything we do, as opposed to something that's done off on the side," he said.

The CM Summit, part of Internet Week, was moderated by John Battelle, who also led a different summit named after Web 2.0. In a sign that Web 2.0 is really, truly over, that conference ended its eight-year run last year.

So, I suppose, all hail the stream. Wait, no, that's old news. All hail mobile! No… All hail Glass? Hm. All hail smart things! All hail everything, everywhere!