Trevor Healy, chief executive of Amobee
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Mobile advertising like 'a favourite magazine'

14 March 2013 Last updated at 02:19 GMT

Well-targeted adverts can be "like reading a favourite magazine," according to Trevor Healy.

Mr Healy is the chief executive of Amobee, a leading global mobile advertising firm.

He explains how technology is making it possible to understand what works and what does not, and charge accordingly.