By Ramy Ghaly
Along with the growth on the product side, monetization has followed, as Google's recent earnings call demonstrated. We were fortunate to join the team at AdMob that pioneered some of the first mobile smartphone banners, which have driven results for advertisers and publishers alike for years.
However, now that smartphones are increasingly consuming users' attention and discretionary purchasing dollar, we are starting to see a shift in how advertisers and publishers think about monetization in mobile. This is resulting in a new wave of mobile advertising innovation – "mobile ads 2.0" – and with it, a wide range of novel approaches.
The key theme of mobile ads 2.0 is publisher control.
Mobile monetization is not just about ads though.
Mobile ad networks are a component of successful monetization but can't be everything
Even for large publishers, these ad products can complement the rest of a publisher's ad targeted strategy to achieve optimal monetization with modest effort.
Mobile Ads 2.0 will be characterized by publishers increasingly taking control of their monetization strategy to drive more revenue and create better experiences for users.
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