Tablets are adding to the vast inventory mobile ad networks are trying to fill. In an effort to provide greater targeting among tablets, Jesse Marmon Haines, group marketing manager, Mobile Ads,
Google, said the company will expand targeting for its AdWords program beyond the iPad to other tablets. Earlier in the day, keynote speaker Chris Needham of Fidelity Investments pointed out mobile ad
networks are well positioned to capitalize on the current ineffeciency of tablet advertising as an emerging ad category. But fill rates for mobile advertising overall are only running at about 20%.
That ain't very efficient.