Today's headlines

Tracking mobile users presents several challenges for marketers, a fact that threatens to hamper growth in mobile marketing. Several recent developments promise to address these issues and to open the door for more effective mobile ads.

Registration is open for the second annual Mobile FirstLook: Strategy 2013 conference Thursday, Jan. 17 featuring speakers from Coca-Cola, Sephora, Nissan, Museum of Modern Art, Citi, MillerCoors, Seamless and JetBlue. Must-attend event for brands, retailers, agencies and publishers.

Please register for the free annual webinar at 2 p.m. to 3 p.m. ET on Thursday, Dec. 6: “Mobile Outlook 2013: Up, Down or Flat?” Panelists include execs from Capital One, Caesars Entertainment and Hipcricket.

The New York Yankees and Brooklyn Nets are building up their mobile strategy with a new partnership that aims to foster a closer relationship with sports fans.

NEW YORK – A Thrillist executive at the Think Commerce Summit said that as the company sees more consumers buying from their handsets, the organization has taken on a mobile-first mentality when developing new services.

Mobile Commerce Daily today - IHOP satisfies mobile appetites with revamped apps, digital gift cards; Dell exec: Mobile is enabling more frequent purchases.

Video game publisher Activision is enlisting mobile advertising as part of a campaign to drum up awareness for the launch of its Call of Duty: Black Ops 2 game.

Luxury Daily today - Lexus bolsters year-end event via mobile check-ins for charity; Versace drives U.S. ecommerce via content, personalization.

By Scott Gamble

While mobile devices are playing a major role this holiday shopping season, I predict that within the next five to seven years, their use for purchases will actually be greater than purchases made in-store or online.