Since desktop advertising has been around for quite some time, you might think mobile advertising is an easy field that naturally follows its stationary counterpart. However, this is far from reality. In fact, mobile advertising has long been viewed as highly problematic for advertisers. It should then come as no surprise that ad spendings on mobile lag behind desktop advertising spendings, despite the fact that people spend proportionally more time on their mobile devices. Why is mobile advertising such a tough nut to crack? In short, because it is very different from desktop advertising. Here’s how: