Mobile Advertising is broken and there is no incentive to fix it. If you make your money from Search, controlling distribution like Facebook, or profit through other means such as Apple, then the powers to be are not aligned with finding new revenue streams for content creators.
Display advertising has been easy come, easy go for publishers until Google eloquently took its time conquering the market to boost advertising revenues after search. Big media properties haven’t invested in the future, and are only keeping up with currently demands from courting ad tech vendors. Ad networks, DSPs, and data companies, can’t afford to consider the current online advertising models are fundamentally broken. Aol, Yahoo, SayMedia, and other technology backed networks are actually more poised for a rebirth if they decide to drop the mobile banner.
Simon Khalaf @Simonkhalaf, the CEO of Flurry analytics, said it best:
If you shrink a web banner to fit a phone, you haven't solved mobile advertising!— Simon Khalaf (@Simonkhalaf) February 20, 2013
The future of mobile marketing follows two key areas, Conversion Attribution from mobile purchases online or in-store on their phone, and understanding Mobile Identity. Currently major brands are lost trying to identify and measure the value of mobile audiences, and not many in the advertising industry are willing to rethink why mobile advertising will prove any value at all.