Jam-packed with noise

Outside help is often sought by mobile ad firms when it comes to actually selling "third screen" ads, reports ClickZ.

Because mobile ad sales have yet to reach the level of automation available for online ads, a large staff is still required. Firms like Amobee create the inventory, then work with media agencies — in Amobee's case, Interep — to sell ads on that inventory.

By tapping into a dedicated sales staff, mobile ad companies can do what they do best: identify ad opportunities and work with publishers.

An Interep spokesperson says maintaining a singular focuses on mobile may not be the best idea for firms like Amobee. Brands generally like to buy cross-media placements, so having two or more media to sell in a package can help tap into bigger ad budgets.