The document discusses why mobile ads don't work as effectively as apps. It notes that people find mobile ads more intrusive than desktop ads. It also states that mobile screens are too small to have usable right margins like desktops, so ads appear in unexpected places. Additionally, many taps on mobile ads are inadvertent due to their small size. The document recommends that marketers create apps that add value to consumers rather than buying mobile ads. It provides examples of how apps can add convenience, offer unique value, provide social value, offer incentives, and entertain to engage users.