He believes you should halt all mobile ads because of ad blockers, accidental clicks, difficulties in tracking, etc…
Instead, put your dollars into TV ads and build your own app– if I had a dollar for every time a brand thought they should make their own app. He argues you should dump money into app installs (which is one of the biggest Ponzi schemes still around)– and ironically, a significant part of mobile ads (which he just got done saying not to do).
You should smile when consultants say things like this– social is a waste of time, digital for B2B doesn’t work, don’t run any ads on mobile devices, etc… That means less competition in the auction for us.