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Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best.

Online advertising evolved because online dashboards allowed agencies to monitor and optimize their digital campaigns in real time. Why doesn't mobile do this?

Online publishers integrate one ad server across their sites, and it acts as a master ad server and manages multiple networks and sales teams. Why doesn't mobile do this?

Answering these questions and applying lessons from the online arena to the mobile movement will make mobile advertising easier to navigate—and allow it to take its rightful place in the digital-advertising world.

Let's talk about devices

Most of today's viable mobile ad servers have detection systems, allowing the publisher or network to target campaigns by device and carrier.

This means that the ad platform needs to have an up-to-date device library that can be referenced in real time in order to serve the correct ad size back to the site. While this doesn't create standardization in the mobile space, detection systems provide a positive ad serving experience.

Now think about agency dashboards

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Bob Walczak is CEO of Ringleader Digital (www.ringleaderdigital.com), a mobile ad serving company and publisher network based in New York City.