Tablets are already taking a fast-rising share of ad requests. Context dictates different action metrics in response to ads served to tablets and smartphones. A survey from IDG Research Services, for example, found tablet owners in 2012 to be far more likely than smartphones owners to click on ads, and also to research or purchase a product after seeing an ad. However, the discrepancies were minor when it came to looking for a product in a retail store, suggesting, as a number of studies have shown, that a relevant ad—combined with proximity to a brick-and-mortar store—can be effective at driving smartphone owners through the door. Read the rest at eMarketer.