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Disguises — for ads and for devices — are becoming a bigger part of mobile ads

The evolution of the mobile ad ecosystem is ushering in some new disguises.

I spoke recently with several practitioners about where mobile ads are heading.

“The customer experience [of mobile ads] is totally broken,” Joe Prusz, ad tech firm Rubicon Project’s head of mobile, told me, referring to both web and in-app ads.

He pointed to tiny banner ads that people can’t even read, a smorgasbord of different Android system versions that advertisers and publishers have to deal with, and data standards that “are not fully baked for targeting and retargeting” of users.