From Mobile Ads to Revenue

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.