Publishers struggle to monetize mobile-ad dollars

09/30/2012 | Advertising Age (tiered subscription model)

Ad industry executives and analysts are lamenting the trend where offline ad dollars that became online dimes are now worth pennies in mobile. The cost-per-thousand impressions of $3.50 on the desktop Web is 75 cents on the mobile platform, according to Mary Meeker, a Kleiner Perkins Caufield & Byers partner. While there is a steep incline in mobile use, publishers have not learned how to monetize the small format banner ads and shorter sessions peculiar to the mobile platform.

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