via “Frustrated with poor mobile sales, publishers blame ad agencies” (h/t eCPM Blog)
For larger publishers, I think the finger-pointing should be inward. Agencies might be slower to proselytize mobile to their clients, but publishers need to be doing that sales work too. It seems like most larger publishers I’m aware of only just this year hiring mobile-only specialists on the sales side. Without the right incentivization and focus, sales teams will focus on proven revenue opportunities (ie. traditional display) at the expense of mobile.