Putting the Third Screen First. Mobile Media is stealing attention from every other form of media, especially the traditional Web. Yet it has barely put a dent in the budgets spent on online, let alone on TV. With a smartphone in every hand and a tablet on every sofa, mobile marketing should command more dollars, not just more attention. Even DR advertising has large hurdles to overcome on the small screen. Can we evolve beyond our fat thumbs to make mobile marketing worth the effort? The Digiday Mobile conference explores the potential and the pitfalls of mobile marketing and asks whether the third screen will take center stage or be relegated to mini-Web status and limited to mini-Web budgets.