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This whitepaper is intended to present a view of the current situation in mobile advertising and the trends that are shaping it today and will shape it in the future. While mobile devices are rapidly outpacing traditional personal computers as the platform of choice for consumers, marketing and advertising are currently failing to keep up and capitalize on the opportunity. We divide this whitepa- per into three sections to review the issue. The first section outlines the current landscape and economic realities for digital advertising. The second section defines and describes the key challenges facing mobile marketers and contributing to the core problem of mone- tization (or lack thereof). The third and final section provides practical advice for improving the economics of mobile advertising for everyone – both advertisers and publishers alike.