Advertising In Mobile Games Is Broken

Mark Suster made an interesting point in his post on mobile advertising yesterday:
When I think about the current generation of mobile monetization in reminds me of people reading radio programs on TV. Banner ads were never very effective on web pages so it baffles me that it’s the preferred method of advertising today on mobile devices.

Both by conversion rate and by intrusion factor, the worst forms of advertising known to modern marketing are banner ads and pop-ups. How is it that they are are the only commonly used forms of mobile advertising? These ads intrude on the user at best, and outright rip them away from their content at worst. In a game, this interruption can be critically damaging to the user experience.