Dive Summary:

• Victor Malachard, the co-founder and CEO of the real-time mobile ad bidding platform Adfonic, writes for GigaOM, tackling three arguments against critiques of mobile ad use that he has heard.
• In response to advertisers not paying enough, Malachard argues that online are years ahead of mobile and that mobile will mature.
• He also states that the most engaging mobile ads take advantage of the medium and pitches his own company's services of real-time bidding as a solution to unite advertising channels.

From the article:

"... So far from being the problem child, as mobile continues to grow up, it just may well be the pride of the family. Because the one thing it really is better at than any other medium, is being ubiquitous. When people pop their phones in their pockets, they take your advertising with them. Everywhere. So if we need a way to join the dots of channels and screens then mobile, with its versatility and portability, plugged into big demographic data, really could be it. ..."