Where is mobile measurement - after the click? “Nothing in mobile is being measured post-click,” says Tony Nethercutt, vp of sales for AdMob. “Is a video being viewed? Is a form being fill out?’ Nethercutt says little is being done in this areas. “What about the 10 pages” that are viewed after someone clicks on a banner ad, he says.

Kevin Ryan, CMO, WebVisible, the moderator for the mobile ad net panel likened social media to Paris Hilton: "It's really well-known but what does it do?"

Josh Schoenberg, the director of business development for The Weather Channel, is providing the skeptical counterpoint to mobile ad network sunshine: “We don’t use ad networks at all… we continue to believe we can maintain premium price levels maintaining our own approach.” Paran Johar of Jumptap raised another point: big publishers are forming their own ad networks. David Gwozdz of Mojiva acknowledged that "there is definitely a movement afoot among publishers to take back some of that business," but added that "they don't have the tools yet," giving the third party networks a foot in the door.

Gene Keenan of Isobar presented a sobering quote during his keynote today. "By 2013 the carriers will be out of bandwidth," according to Chetan Sharma. The data load is growing exponentially, and to make it possible to do what we want it might be necessary to bring metered access to the mobile Web, says Keenan. But he points out that, "Everything's the same until everything changes."

Jeff Litvack, GM, Mobile & Emerging Products, The Associated Press, says companies aren't focused on revenue from mobile. They are not managing the inventory. "We need to make sure there's a business model," he says. "In the future, banners will become like text, cheap, throwaway with very little value."

Kevin Ryan, VP of Mobile Services, Isobar Global, suggested from the stage during OMMA Mobile that the relationship between online publishers and mobile ad nets is like a marriage. Josh Schoenberg of the Weather Channel suggested maybe that relationship was more like dating, given its tumultuous one-night-stand nature. "Well," said Ryan, "I was thinking more of the marriage between Al and Peg Bundy."

The first three panelists to speak on the ad network panel at OMMA Mobile all resorted to folksy aphorisms as they gave an overview of the market. David Gwozdz, CEO, Mojiva, said “I don’t think networks will make or break anything,” explaining that “We [networks] are an indicator of demand and supply… There are a lot of publishers right now who rely heavily on ad networks, because they’re trying to build up their mobile strategy.” Paran Johar, CMO of Jumptap, added that the market is entering a phase that will “separate the men from the boys,” as weaker, redundant ad …

They are some 100,000 phone apps which have been downloaded two billion times â€" and all this is a lot of waste, says Gene Keenan, vp of mobile services for Isobar Global. Gimmicky apps with very little utility will mean those apps will go to app junk file. They are “born to die.” Those providing “true service will live â€" such as banking applications,” he says.

"Devices that make it easy to browse the Internet are going to win." So says Gene Keenen, VP of Mobile Services at Isobar. The touch screen innovation has been a revolution in mobile use, and the best devises are all going to use one browser.

Mobile media budgets are still in a single digit percentage game when it comes to share of overall media budgets for most marketers â€" and that doesn't help near-term growth. “It’s single digit numbers and because of that it begets another problem,” says Jason Meil, executive vp of director of innovations at Initiative. “People spend less time [developing] it.” He says while SMS campaigns and banners are showing good performance, growth for mobile is still “organic.”