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    UK media agencies: NFC, HTML5 and mobile privacy are key challenges

    IAB UK

    NFC is one of three emerging technologies that most excite Britain’s media agencies, along with augmented reality and 4G, a new IAB UK Agency Snap Shot study has found.

    The study also found, however, that NFC is also considered to be one of the three key challenges facing agencies, along with HTML5 and mobile privacy.

    49% of media agency employees said they lacked experience in real time advertising and 48% of respondents said that they had no NFC experience.

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