• The Guardian, Wednesday, May 1, 2013 2:36 PM

Rubicon Project's Jay Stevens wrote in The Guardian that mobile advertising needs to be a "bolt-on" to programmatic display in order to reach its full potential. "However fast growing, the user numbers in mobile are still not yet big enough for publishers to dedicate direct-sales resources to the channel, and given the legwork and tech complications that still surround it, there's just no simple way to combine the desktop-plus-mobile buy," he wrote.

Stevens concluded, "...if mobile advertising were a simple bolt-on to programmatically traded display, complete with quality mobile sites and apps, and similar controls to the ones publishers are used to when they sell direct, the sky becomes the limit."

Read the whole story at The Guardian »