The enormous amount of opportunities in the mobile ad ecosystem got businesses very interested. However, there are still too many uncertainties in this field and so a team of researchers proposed a BI Intelligence report on the mobile advertising ecosystem. In this report, they explained why this field still needs a lot of development. They convey that mobile ads are often intrusive to the consumers, along with the ecosystem being too complex compared to desktop ones, and standards are not yet established, and the future is unpredictable due to the unstable market.

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The Mobile Advertising Ecosystem Is Fractured, Complex, and Hugely Important – Business Insider