At the iMediasummit many buyers and seller are getting excited about the next big thing: the mobile screen. Engagement rates are high, Click-throughs astronomical and the opportunities to make money are limitless. Hold on, tiger. Not so fast.

The industry already littered the computer screen with ads that nobody cares about. Didn’t we learn anything? We are at a crossroad: We can either go down the known path of annoying people with our messages. Or we can develop apps/mobile sites that add value. That make certain tasks easier.

That’s what I’m talking about.