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There's no lack of hype in mobile advertising, but some big hurdles must be overcome before the space takes off.

I’m reading a lot lately about how 2010 will be the year that mobile advertising finally moves beyond novel niche market into the mainstream. Most of that hype, of course, comes from some of the players themselves: Yahoo EVP Hilary Schneider expects “exponential” growth in mobile advertising next year as the economy recovers, the Mobile Marketing Association predicts 27 percent expansion in the space next year, and the e-mail and SMS marketing firm mobileStorm breathlessly [...]