In 2006 Gary founded the mobile committee for the Interactive Advertising Bureau (IAB). There he spearheaded the production of important industry resources such as the Mobile Buyer's Guide. This work, explains how agencies and marketers can extend their digital buy into mobile. Gary was recognized with the IAB award for Industry Excellence in 2009. During this period Gary also worked with the Media Rating Council (MRC) to establish a joint task force between the IAB and the Mobile Marketing Association (MMA) to develop global, auditable mobile measurement standards.
In 2013, Gary was recognized by Mobile Marketer publication as the "Mobile Commerce Evangelist of the Year." Gary is the author of The Impulse Economy and Fast Shopper, Slow Store, published under Simon & Schuster's ATRIA imprint. He is the co-author of The Everything Guide to Mobile Apps: A Practical Guide to Affordable Mobile App Development for Your Business and the upcoming book The Power of Point-Of-Purchasing Advertising: Marketing at Retail.