From 2009 to 2018, I ran VigLink which sought to be the indispensible platform for content driven commerce. In 2018 the company was acquired by Sovrn and continues today as Sovrn Commerce. When it was sold the company was responsible for ~$1B in annual consumer spend and worked with more than 75,000 advertisers and 2 million publisher domains.
Half of the volume and much of the growth of online traffic is due to mobile. A quarter of smartphone users bought something from their device and purchases are set to exceed $100billion by 2015. What is unclear is how ready retailers and affiliate networks are to capture the value of mobile traffic. Mobile conversion remains low even though merchants understand the need for mobile-optimized sites.