Mobile advertising has been defined by companies like Adfonic and Jumptap, notes Jonathan Gardner, tech writer, commentator, and all around comms guy for True. The problem: this
mobile-only marketplace is growing obsolete. "They and their compatriots have primed the mobile ad market, laying the foundation for a new mobile ecosystem and raising the visibility of mobile among
marketers," he writes, adding that the specialists may thrive, but it’s time for them to make some room for a more integrated approach to mobile advertising.