Oh, no, not again. The mobile display market is drowning in unfilled inventory and ad networks promise to leverage new targeting technologies to preserve value. Questions that have dogged Web display for a decade now come to mobile. How can publishers most effectively monetize their wild popularity merely on banner CPMs? Is there really enough money here to support mobile content innovation and by how many players? Is rich media or video a necessary driver of real revenue? Mobile data is taking off with consumers, but the age-old digital dilemma seems to be playing out on mobile. With popularity comes commoditized content and penny-ante inventory. Where is publishing’s business model?
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