Yankee Group and Venturebeat estimate the size of the overall mobile ad market at $100 million

"Yankee Group’s Linda Barrabee estimated the size of the overall mobile ad market at $100 million and so did we. One of the biggest players in mobile display advertising is Admob. The company is on target to rake in $42 million in revenue, as we reported five months ago. But some of our readers took issue with that projection. One said it looked more like $7 million annually. The reader assumed that Admob had 5.1 billion impressions served in September 2008, a blended effective cost per mille more in the $.25 range to publishers, and that Admob got a 50 percent revenue share from its advertisers. When we asked Admob’s Jason Spero to respond to this calculation, he said that the estimated $.25 is wrong, and that the company’s actual eCPM is “way higher”."