Today in Mobile

The mobile-ad industry is buzzing today about yesterday’s headlines regarding a developer who boasted of making $1,400 in iAd revenue in one day, generating eCPM of $150. While those are certainly impressive figures, developer Kenneth Ballenegger was quick to add some perspective, reporting a much lower eCPM of $10 to $15. Ballenegger also said fill rates for iAd are less than 10 percent, which is “appallingly low.” Fill rates are sure to rise as iAd gains traction, but CPMs may fall as the novelty factor fades. So it’s simply too early to tell whether (or how much) iAd will really move the needle in mobile advertising.