PALM SPRINGS, CA — Many mobile ad spending numbers consider smartphones and tablets together. After all, each is more portable than a desktop PC. But not for multi-screen video ad tech firm boss Joe Apprendi.

“I’d argue mobile is a state of a device – you’re either in motion or you’re at rest,” says the Collective CEO. “The smartphone is commonly motion. But does a tablet belong in that mobile bucket when it’s behaving more like a PC? What is the type of advertising that’s going to be effective in that environment?”

Unlike on tablets, responsively-designed sites come in to their own on four- and five-inch screens. Tablets are used more at home and their screen size makes the experience more like that on a PC.

“Everyone says ‘mobile-first’ – I say it’s always ‘consumer-first, audience-first,”Apprendi adds.