Can Mobile Rule the Ad World?

After early struggles, the small screen may ultimately emerge as the winner

For years, mobile was seen as a slick sideshow—the possibilities of engaging people on a platform that commands, even consumes their attention has always held great promise but also appeared doomed to disappoint. Neither the marketing nor the metrics were ready for prime time—remarkable considering how much most of us live on our devices. But as native, programmatic and location-based ads continue to roll out, could mobile advertising be poised to overtake other media?