Mobile media should not adopt the inefficiencies of Web publishing,says PJ Gurumohan, CEO at GENWI, a cloud-based publishing platform for mobile devices. But there are hundreds of devices today that require a variety of file structures. And what happens when publishers have 20 versions and need to make a small change to an ad or content?

When it comes to technology and change, I am a skeptic and fairly conservative. I tend to disbelieve that technologies have a direct effect on habits and behaviors. I see something closer to a dialectic between technology and society. Gadgetry does not fall out of the sky and compel people to change their habits. The technology itself is invented in a given context where unmet needs and desires (you might call them "behaviors waiting to happen") inform the tools we create in the first place. We then interact with the technology, often take it in directions no one anticipated, and …

Semantic targeting ad company Peer39 has raised $2.5 million in venture capital funding from Evergreen Venture Partners, Canaan Partners and Dawntreaders Venture, reports Globes, the Israel business news publication. The funding contributes to the $30 million raised to date.