The iPhone's Next Victim: Fledgling Mobile Ad Networks (AAPL)

Published: July 8, 2008, 6:00 am

Tags: aapl

The mobile ad business has barely gotten off the ground, but it's already got an early winner: AdMob, a mobile ad network that serves up some 3 billion impressions a month. VentureBeat's Matt Marshall thinks the company is close to breaking even on about $14 million in net revenue. In a few years, Matt figures, AdMob will be an IPO candidate. Our worry: That in a few years, AdMob will find itself pushed out of the industry it helped pioneer. That's because AdMob specializes in delivering ads designed for crappy phone browsers. But the latest browsers, like the Apple (AAPL) iPhone's MobileSafari, are designed to mostly bypass slimmed-down mobile Web sites, and display full-size, hi-fi Web sites and ads. We think all smartphones, and most "dumb" phones, will eventually have a browser like this. Perhaps more important than what Web pages look like: As Pinch Media founder (and former Yahoo/Right Media employee) Greg Yardley points out, an iPhone's browser loads an ad the same way a

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