That's what Joao Machado, Director of Mobile, OMD/Airwave just disclosed during this morning's session of MediaPost's Mobile Insider Summit on Lake Tahoe. Machado, who was participating in the
"pitfalls" panel discussion noted that mobile currently is where the Web was "10 to 12" years ago, with oodles of start-ups coming out of the "woodwork," and lots of noise, clutter and fragmentation
surrounding the business, and requiring agencies and brands to take a lot of time listening to pitches and sorting through the morass.
To simplify the process and establish some standards,
Machado said OMD has partnered with a "third-party" to create a new, proprietary mobile ad network that will lunch this fall.
Importantly, he said, vendors, publishers and mobile app suppliers
must certify OMD's rich media partners in order to participate in the network.
Ideally, he said the system will get rid of the "ridiculous" processes agencies currently are going through to
vet mobile ad campaigns.
"We just can't keep going down this road of fragmentation," Machado said.