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There are 3.5 billion smartphones on planet Earth today — in two out of every three people’s hands. We go everywhere with them. And we do everything on them. And advertisers and their agencies are trying to find a way to seamlessly be part of this landscape, part of this new human reality. This is the Holy Grail of advertising :  omnipresence. And, in turn, to become as beloved by the user as these powerful handheld gadgets have become.