The future of mobile ad businesses

Picking up pennies, as far as AdAge’s take goes…

If publishers once lamented that offline dollars turned into “digital dimes” as content and audiences moved to the web, here’s what might be keeping them up at night: Digital dimes are turning into mobile pennies. The effective cost per thousand impressions on the desktop web is about $3.50, according to data crunched by Mary Meeker, partner at Silicon Valley venture-capital firm Kleiner Perkins Caufield & Byers. On the mobile internet? A whopping 75ยข.

That should be of particular concern to publishers, given the rise in media consumption via mobile devices.

Read the whole (brief) thing here.