Mobile internet use is a very small fraction of the total, the medium is barely suited for the delivery of content, the delivery of ads really gets in the way of the content.

Sure, in the long term there will be more money made here but for now the main avenue to mobile revenue seems to be to simply charge for the service using for-pay text messages or deals with the carriers.

I'd emphasize "partly" in this headline. mobile ad revenue is still far from web and it has been declining for everything but the iphone afaik