Maybe this will help mobile ads to take off: At least in Germany, mobile ads are still a desaster. While many publishers see 40%,50% or even more of their audience going to mobile apps or mobile websites, they achieve only a 10%-30% CPM (TKP in German) compared to desktop. Which means you have to manage the transition carefully. Yes, drawing people into your mobile offers before losing them is important, but on the other hand you have to keep earning. Deals like the one between Omnicom and Twitter, focused on mobile ads, may help to get mobile advertising where it belongs: leveled with desktop.