The IAB’s Joe Lazlo outlines the complications of ad ops, especially in mobile, in a column for ClickZ. One of the largest problems is discrepancies in counting ads, both on the agency and writer sides. He writes, “Understanding mobile discrepancies and setting up lines of communications to address them are key steps for the maturation of mobile commercials, but the mobile ad ops plate is very full beyond that. Making sure that ad artistic will truly work on mobile gadgets and coping with the flaws that arise as the not yet standardized mobile world moves to enable programmatic buying are also big challenges. ” Read more.