• CMO.com, Friday, November 20, 2015 9:02 AM

Consumers now spend more than 50% of their digital screen time on mobile devices, yet you couldn’t tell by looking at the industry’s revenue figures. In 2014, desktop advertising was a $37 billion business in the U.S., while mobile generated about a third of that, according to the IAB. Reasons abound for the gap. Smaller screens make it hard to squeeze in a lot of ads. The ad industry is more comfortable buying desktop ads. However, perhaps the biggest factor holding mobile ad spending back is the industry’s relatively slow response to programmatic buying on mobile.The lack of a standard tracking mechanism on mobile seems to be the biggest barrier to further adoption.

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