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ADVERTISERS, SHE CLAIMS. HOWEVER, AT ABOUT$500,000 A DAY, IT HAS A LONG WAY TO GO TO BECOMEA MEANINGFUL NEW SOURCE OF REVENUE.ON TUESDAY, FACEBOOK ANNOUNCED ITS SECONDMOBILE EXPERIMENT, LETTING APP DEVELOPERS PAYTO HAVE USERS DIRECTED TO A MOBILE APP STORE TODOWNLOAD THEIR SOFTWARE. THIS ―PAY-PER-DOWNLOAD‖ MODEL IS WELL SUITED TO MOBILEDEVICES AND IS ALREADY TURNING OUT TO BE ONE OFTHE MOST EFFECTIVE FORMS OF MOBILE ADVERTISING,SAYS THE PARTNER AT ONE OF SILICON VALLEY‘SMOST PROMINENT VENTURE CAPITAL FIRMS.THIS POINTS TO A RANGE OF NEW DIRECT-RESPONSEMETHODS THAT SUPPORTERS CLAIM ARE WELL SUITEDTO MOBILE, FROM CLICK-TO-CALL (CHARGINGADVERTISERS WHEN A USER RESPONDS TO A MESSAGEBY CALLING A PHONE NUMBER) TO TAPPING ON ANADVERT FOR A NEW MOVIE AND HAVING THE LAUNCHDATE ENTERED INTO A MOBILE DIARY.DESPITE THE PERENNIAL OPTIMISM THAT PERVADESTHE INTERNET INDUSTRY, HOWEVER, MOBILEADVERTISING FACES INHERENT LIMITATIONS, AND NOTJUST BECAUSE OF THE SMALLER SCREEN SIZES ANDLIMITED USER ATTENTION.ON MOBILE, ADVERTISERS LACK AN IMPORTANT TOOLFOR ASSESSING RELEVANCE BECAUSE THEY AREUNABLE TO PLACE COOKIES ON MOBILE DEVICES TOTRACK USERS‘ INTERESTS AND SUPPORT THE KIND OFBEHAVIOURAL TARGETING SEEN ON THE WEB. THELOCATION INFORMATION SENT OUT BY MOBILEGADGETS PROMISES TO REPLACE THIS WITH AVALUABLE NEW FORM OF DATA, BUT FOR NOW, MOSTCOMPANIES SAY THEY ARE HOLDING BACK FROM226