Desktop advertising has been a mainstay for online publishers and advertisers alike for many years. There have been cookies for targeting campaigns, VPAID swf files for advertiser controlled video campaigns, and recently header advertising. As users converted to more mobile access, advertisers have been reluctant to follow in mass. Why is that? There are many reasons for a lack of advertiser excitement with mobile web ad units. The list is long and varied, but here are a few simple common reasons: (1) Lack of standards, (2) lack of transparency, and (3) lack of control. (1) Lack of standards - Different phones have different browsers, different OS etc. There are so many combinations, it can literally drive you crazy. (2) Lack of transparency - Advertisers want to know who is seeing their ads, how they are experiencing the ads, such as with what content, and where, including location. Very little of this information has been historically available for mobile web ad units. (3) Lack of control - For mobile video for example, the VAST standard has been the only format available. This standard has provided little control like the advertisers have been accustomed with VPAID swf file types. As the user data values are becoming more available via mobile web and standards such as VPAID Mobile for video are expanding, advertisers are becoming more interested in mobile web advertising. VRTCAL has experienced an increase in advertiser interest in mobile web ad inventory and is expanding its offering to the benefit of its publishers and advertisers. Mobile web looks to be a big source of expansion in 2017.