From Mobile Ads to Revenue

Posted on March 21, 2013 by Maria Gorlatova

MIT Technology Review has recently published an interesting article on why mobile ads do not (yet) lead to high revenues. As a reason, they are citing advertisers’ troubles with identifying whether the ads are working. Specifically, they trace these troubles to lack of unique user identification, especially across different devices, and instances of people seeing an ad on a mobile phone, but buying the advertised object using a computer. It is very interesting how seemingly minute technical issues lead to the under-use of such promising technologies.

About Maria Gorlatova

Dr. Maria Gorlatova is the Sternberg Family Associate Professor of Electrical and Computer Engineering at Duke University. Her research centers on pervasive computing technologies, with a focus on spatial computing and next-generation augmented reality. She received her Ph.D. in Electrical Engineering from Columbia University and her M.Sc. and B.Sc. degrees (Summa Cum Laude) in Electrical Engineering from the University of Ottawa, Canada. She spent two years at Princeton University’s Electrical Engineering Department as an Associate Research Scholar and Associate Director of the Princeton University EDGE Lab. Dr. Gorlatova was named one of the N2Women Rising Stars and has received multiple awards, including the NSF CAREER Award, the DARPA Young Faculty Award (YFA), the DARPA Director’s Fellowship, the IEEE ISMAR 2025 Best Paper Award, the IEEE Communications Society Award for Advances in Communications, and research awards from Meta, Cisco, and IBM. She served as the TPC Co-chair of ACM/IEEE IPSN 2023, the General Co-Chair of the 2025 NSF Workshop on Networking and Systems Challenges in Immersive Computing, and the TPC Co-chair of ACM/IEEE SenSys 2025.
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