> The small mobile screen is perfect for advertising.

Clearly this must be a typo. Advertisers pay more for larger ads. All this mobile ad revenue is based on app installs. And the clicks are often fat fingers on a phone.

Our Google ad salesman keeps pressuring us to spend on mobile. We try to exclude this segment, but we keep getting ads served to mobile devices and clicks. Your comment reminds me that I need to get this sorted out.