Yellowbook had signed on to a new local ad exchange launched today by Chitika, an ad network established in 2003 that serves more than 2 billion monthly impressions across 80,000 Web sites. The core idea is to apply the ad exchange model to the local and mobile space.
For Yellowbook, the exchange offers a way to …

Most of the money spent on mobile ads is from brand advertisers and agencies. And the targeting methods they use, via ad networks, are mostly borrowed from the online tactics they know best.
This involves branding and some direct response, but the targeting is woefully behind what mobile devices are capable of (see past commentary/rant on …