GigaOm has a post that supports one of the points I have been making on the where changes will be occurring. Real-time ad bidding combined with contextual information.
Mobile advertisers paying 4x more for location-based impressions
As Google expands around the world, they are in a position to support real-time ad bidding and location. Location may have privacy issues, but it is valuable information and provides a huge context. Are you at home, at work, at a mall, or on the road? You should get different ads.
“We don’t see any end in sight for demand. As people see the value especially for offer-based advertising and publishers manage their privacy issues, we think it will continue to grow. If publishers do the things we talk about today, it’s not really theory anymore. It’s fact; you will see an uplift in revenue,” Cormier said.