Agreed. (Plus Admob is amazing. We see fantastic results with them) My one rebut to your Google-Yahoo metaphor is that there is less specific input with a phone

Agreed. (Plus Admob is amazing. We see fantastic results with them) My one rebut to your Google-Yahoo metaphor is that there is less specific input with a phone, it's more contextual. With a keyboard and mouse its easy to navigate the web, but a number pad (or touch) and limited screen space means your navigation takes a hit and relevance becomes all the more important. For that reason the WAP deck is still clinging on and even players like Google and Yahoo are striving for a portal strategy in the mobile world.