Frustrated with poor mobile sales, publishers blame ad agencies

Publishers are seeing mobile audiences growing fast – but revenue is yet to catch up, and it’s the ad industry taking the blame. Mobile makes up a fifth of reader traffic for 87 percent of publishers, but only 29 percent of them are seeing the same proportion of revenue come from mobile, according to respondents to a census issued by the UK’s Association of Online Publishers (AOP). Asked to name the main inhibitors to mobile revenue generation, a majority blamed “agencies’ attitude toward mobile” (55 percent) and dependency on low-yield ad networks (52 percent).