very interesting data in this article, no interesting conclusions from it.
1. this quote is bizarre "Then Flurry compared the inventory available on mobile apps with the net ad spending on display ads in the U.S. online web market. That amount is just over $12 billion per year. Assuming that the CPM (cost per 1,000 impressions) is $2.50". wow, that's a very wrong number.
2. stupid for flurry to not break down this inventory US vs. world or first-world vs. second-world, as a lot of the hockey-stick in this curve is inventory which will never sell.
3. despite 2, my reaction/conclusion is that mobile has created an inventory/PV glut even faster than the desktop web did, it will grow the size of that glut even faster, and that supply/demand mismatch (ad spends will not grow with that curve) suggests that vanilla ad CPM will plummet to infinitesimally low levels while at the same time creating a flight to quality among advertisers. so who is going to be there curating quality inventory among the huge glut of crap? i do think there is a role for targeting/technology/optimization here, but increasingly i think that an approach like iAd done properly (with great underlying targeting/optimization technology, which iAd does not have) is actually going to take the cream $'s from the frothy crap of inventory.