Mobile advertising has some of the same problems that online advertising has: consumers want good, quality, relevant content but don't want to be bothered by spam or things irrelevant to their lives. While the mobile carriers need higher quality content that is targeted to their specific users wants and desires.
From the perspective of the larger carriers, they have to deal with two conflicting realities. One is that they have the obligation to protect the personal data of their customers and to protect their privacy while also having a storehouse of rich data that can be used to reach them.
Customers have made it known that they want better content in relationship to their phones, but content that is related to who they are and what they want, not an endless stream of spam or topics they have no interest in.
So the trend for years ahead on the mobile platform will be to provide more and better content targeted to specific users. In order to pay for that content, providers need more relevant advertising, and in order to justify that, advertisers need an optimally targetable platform to advertise in.
I think for those of you with the desire to be content providers in the mobile arena, have a great opportunity to enter into this now. It won't be too long before the platform is ready for that need.
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