The hype around mobile advertising has been huge, and multiple mobile-specific ad networks and exchanges set up shop hoping to capitalize on the millions of dollars they thought brands would start spending on things like mobile banners. The problem is, that never really happened. In actuality, the companies making the most money from mobile today aren’t selling mobile ads at all; they’re selling ads that happen to work on mobile. Facebook and Google are dominating the market largely because they haven’t focused on ad products tailored for specific devices. Rather, they created ad products that are native to their platforms.