User blog comment:Brandon Rhea/Making Ads Better: The Basics/@comment-27270623-20170117015933/@comment-20644-20170117195517

Mobile ads definitely need some work. Our shift towards more direct advertising will be accompanied by some technological improvements that will let us have the same campaign running on desktop and mobile at the same time, which will elevate the ad quality on mobile rather than relying on the programmatic ads that you see a lot.

Of course, the way in which ads can be displayed on a mobile device in general is limited. There's less screen space than on a desktop computer, so sometimes the ad has to be a pop up. It's all about viewability, just like on desktop, so that interruptive experience is how ads are often delivered on mobile devices across the web. As the mobile ads get better, though, you shouldn't see the problematic ones that redirect you elsewhere or won't let you close them. WE want reports for anything that doesn't perform well in general, though, so please send them to us. Low performance is not acceptable.