Mobile advertising is yet to realize its full potential. With all the necessary ingredients for highly personalized advertising – search, location information, immediacy, context, relevance; why has mobile advertising not become the big revenue generator for the extended value chain? We can definitely add value, but can we make money?

There are many barriers and problems to overcome within the complex ecosystem needed to make mobile advertising mainstream; culture, privacy (opting in and out, location, frequency, etc.), regulations, personalization, technicalities, business models and fragmentation.

This executive roundtable will investigate and discuss:

• How mobile advertising holds hidden revenues for the entire value chain
• New business models based around usefulness (places, words, etc.) to deliver non-intrusive personalized advertising
• What is the importance of permission, trust and scarcity?
• What role will value-chain participants play and what is their fair return?
• Pricing models; all you can eat vs. differential pricing for speed
• Analytics: what measurements are required to track behavior and deliver success?
• Developing standards: what needs to be standardized to make mobile advertising profitable?