At last week’s BREW conference I participated in a panel on mobile advertising (the panel’s title shares the same name as this post). Being primarily a developer conference the other panelists, and the audience to a degree, were largely interested in current and near-term opportunities. The discussion focused heavily on on-deck advertising. Frustratingly so.

The experience highlighted the current reality that as much as things are opening up there is an existing ecosystem that has to find its way. On-deck advertising for on-deck content is where the ad dollars are; simply b