Josh Schoenberg, the director of business development for The Weather Channel, is providing the skeptical counterpoint to mobile ad network sunshine: “We don’t use ad networks at
all… we continue to believe we can maintain premium price levels maintaining our own approach.†Paran Johar of Jumptap raised another point: big publishers are forming their own ad
networks. David Gwozdz of Mojiva acknowledged that "there is definitely a movement afoot among publishers to take back some of that business," but added that "they don't have the tools yet," giving
the third party networks a foot in the door.
