Mobile readership is growing rapidly, but mobile revenue isn’t keeping up

You might have heard: Mobile is now the majority of traffic for most news sites, and the key to mobile ad revenue could be the ability to track users across platforms

But did you know: The number of readers on mobile is growing fast, but many publishers are finding selling mobile ads to be a challenge. Jack Marshall writes that the issues facing publishers include it’s difficult to show mobile users enough advertisements to match desktop revenue and publishers can’t as easily track and target ads on mobile. At The New York Times, more than half of visits to its digital properties are on mobile, but mobile accounts for only 15 percent of its digital ad revenue. However, one form of advertising remains successful on mobile: sponsored content. Business Insider chief revenue officer Peter Spande says: “Branded content performs really, really well in mobile. The ad format that still works best is often content.”