eMarketer: How has mobile search changed over the years? Jason Spero: In the last 12 to 18 months, we’ve gotten smarter about the consumer. Before even talking about search, you have to talk about mobile behavior. Search isn’t just happening in your living room, your office or in the coffee shop. We’re connected when we’re in the mall, when we’re commuting or walking down the street looking for something, and that changes consumer behavior. We spend a lot of time trying to understand, and frankly are still trying to understand, the changing consumer behavior and how we see that through the search lens. The first step is knowing the consumer is always connected. Location and context play a massive role in what creative they’re going to respond to, what types of problems they’re trying to solve and what types of things marketers need to think about when they engage them. Get the full story at eMarketer