The mobile advertising market has reached a new phase of maturity where targeting is essential and performance is a given. Increasingly, publishers and advertisers demand monetization schemes that match advertising and audience. Last year we settled for traffic, but this year we demand more. I know from my own experience testing ad networks with Maria Sanchez - for my series of mobile advertising white papers - that a lack of targeting and quality inventory in some cases has forced us to spend money like water. Want to spend $100+ in 15 minutes? Who needs Las Vegas when you have a plain-vanilla mobile ad network?! No wonder targeting is the new mobile business mantra. From here on expect a new emphasis on quality and not quantity in mobile advertising. JumpTap, a mobile search and advertising company, has another one to add: Exclusivity.