It seems that we've learnt nothing from the growing pains of the past few years and now that online is a proven media channel we're looking for another battlefield to forge.
So how can we accelerate mobile advertising growth? Looking backwards to look forwards is a good start.
We need true 3rd party adserving for mobile. Adserving, not click and impression tracking. Adserving provides targeting options and optimisation flexibility, and as any media planner knows, a centralised reporting structure with up to date data for all publishers is a mandatory for daily optimisation
What's the hold up? Obviously it's chicken and egg - without investment, publishers are loathe to incur further cost, however without technology, it's a harder sell for the media agencies.
Where to? Third party counter tags are a good start, so that we have up to and auditable data. However this doesn't allow for the smarts that we now take for granted in the online adserving space and I think the responsiblity has to be pushed back to the media owners to provide 3rd party adserving for mobile. Can I guarantee that they'll immediately see increased share of budgets? No. But it will remove one of the adoption barriers that currently exist.