The proposed solution? Make the ads more relevant. I agree, but don’t just parse their application data and send out ads for males, 18-34 years old, living in New York, that are single, and make 40k-70k per year. Mobile is game changing because it has the ability to influence at the time of purchase. When I’m in a bar send me a two for one coupon for Grey Goose. When I search for an Italian restaurant, spit me a paid link with reviews.
However, DO NOT SPAM ME, or I will resent you.
A person’s phone is very private. At this point it is an extension of our bodies. Invade this space with any type of advertising that isn’t immediately relevant and I’ll feel violated.
Mobile web browsing, at least today, revolves around seeking immediately relevant information such as directions and product reviews. These are the places relevant ads should be targeted.
Targeting ads solely around demographic information will be even less effective than doing the same through banners.
Here’s another article on the subject:
The Power of Google over Facebook: Advertising at the Point of Intent