Adam Shlachter

Heather Fletcher is senior content editor with Target Marketing.

Even though it's called the "Apple Watch" by the company that created it, everyone else is already calling it the "iWatch." Marketers seem more excited about the smartwatch Apple announced on Tuesday than they've been about other wearable technologies, including Google Glass, Samsung's five models of smartwatches and watch models from Motorola and Sony.

Before advertising with publishers, ask them about their audiences' behavior. Ask about context and content, rather than pure numbers, say the speakers from "Timing: The Missing Ingredient in Mobile Advertising." Knowing who the audiences are and what they want matters more than the sheer number of eyeballs seeing your ad.

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