Think about it

There's an article in todays Behavioral Insider called Targeting the Small Screen by Phil Leggiere, an inteview with Tom Burgess, CEO of Third Screen Media.

Take a look...really read... and then ask yourself: do the paradigms of behavioral targeting, demographics, and even the concept of targeting itself work in radically different medium like mobile?

Targeting and demographics serve advertising "related to" the subject matter the individual actually wants to view. On screens less that 4" across, does it work to serve ads "related to" that content. Think about it, honestly for a second, and then tell me:

Should there really even be "advertising" in the mobile arena in the first place?

Anything less than the individual user being completely in control of what they are seeing and experiencing in the mobile environment, in my most humble of opinions, is simply not going to work.

Agencies may be able to make money, and companies may be able to get exposure but does this really work for me, the end user? Really...does it...think about it.