Mobile banner ads? If we bothered noticing them, we would hate them. Full screen interstitials, in-feed “native” ads and pre-rolls? Oh, good – the Web shrunken down so we can’t read it. Wasn’t mobile supposed to be different? Weren’t advertisers supposed to acknowledge and embrace the unique intimacy and portability of the medium? Wasn’t this supposed to be an opportunity to reboot digital advertising and save it from the invisible banners and performance-obsessed models of the desktop? When and how will mobile advertising be any good?
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