Mobile marketing and advertising is getting an increasingly large part of brands’ advertising spend, but marketers continue to struggle with the problem of mobile advertising attribution — that is, defining which piece of promotional (or social) content viewed on a mobile device ultimately led to a purchase.

We talked to American Eagle Outfitters’ chief digital officer Joe Megibow about that challenge on this week’s What to Think podcast, recorded on-site at VentureBeat’s Mobile Summit conference in Sausalito, California on Monday.

These days, Megibow explained, consumers — particularly younger ones — typically use more than one desktop computer, and often more than two mobile devices. They can see ads on any of these devices. They might also be influenced to buy by someone they trust on a social network or by a cool product they saw on Pinterest.

So figuring out where the biggest chunks of the advertising budget should go is more difficult than ever.

We talk to Megibow about this topic and other mobile marketing issues.

We also tell you what to think about:

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