Looks Are Everything

Here's a great slogan: "Saving the world from bad mobile ads." The line belongs to Yieldmo, a mobile advertising solution that's getting some big traction in the publishing universe. And if bad mobile ads are Darth Vader, then Tony Wills, the company's general manager of local advertising, is clearly Luke Skywalker. Wills has heard all the complaints: Mobile ads are too small, they cover over the entire screen, they just don't work, and on and on. But that's one of the reasons why the company was founded. They created the company because of really bad ads on mobile, Wills said. Most of the digital traffic is going mobile.