There is no demand for messages.

Doc Searls, 1998

He’s right. No one wants ads in their messaging apps. In general, mobile is a different architecture that’s super personal and too small a screen for banner ads.

Naturally, platforms will just have to work smarter. And Facebook now has a ton of weapons to A-B test (re: Instagram, Paper, and now WhatsApp) to get mobile ads, whatever iteration they become next, right.

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By Wells Baum

Wells Baum is a daily blogger who writes about Life & Arts. He's also the author of and four books.