Advertising is not just a straight move from the PC to the mobile phone," Marco Boerries, head of Yahoo's mobile business, said in a keynote speech at the Mobile World Congress in Barcelona.
"We're trying to invent mobile advertising."
Ad companies and operators see it as an opportunity to generate new revenue streams. According to a number of studies the mobile ad market is expected to generate revenues ranging somewhere between $1 billion and $24 billion within 4 years.
From Internet Advertising