Mobile Entertainment posted a column by Mark Curtis of CEO Flirtomatic, discussing how mobile advertising lacks transparency. He said that while recent media coverage has hyped the potential for advertising on the mobile internet, there remains little standard usage data available with which brands can make informed decisions.

"Almost no mobile content owners are currently divulging their usage rates," Curtis wrote. "This makes it very difficult for content owners themselves to benchmark their usage rates, let alone brands deciding where best to advertise."

There are efforts in place, such as by the Mobile Data Association and Nielsen Mobile, to track this sort of thing, but it's all still in its infant stages.

Mobile advertising's lack of transparency [Mobile Entertainment]