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Part of that success for mobile ads could relate to the novelty of the format, Strother suggested. As people grow more accustomed to seeing ads on mobile Web pages, clickthroughs will decline, the argument goes.

Nevertheless, Apple's (NASDAQ: AAPL) iPhone has shown that with a decent screen size and intuitive navigation, U.S. consumers will use their phones for activities other than talk and text messaging. Google is hoping that efforts such as its own Android initiative will lead to a new generation of handheld devices that help the mobile Web live up to its promise.

While "some of the bigger brands have made some serious commitments to mobile," Strather said that the tendency among advertisers is to make mobile a microcosm of an aggregate digital budget, or to treat mobile advertising as an experimental expense. "Very few companies on the advertising side have made mobile a standalone item on a line-item budget," Strother told InternetNews.com.

The company is trying to keep file sizes small, so that the ads do not unduly slow the load times of mobile Web pages, Agarwal said. Slow speeds have been a common complaint about the experience of browsing the Web on a mobile device.

Google also said it will only show one display ad per page.

will one day fight for control of information

he form of value

Knowledge is and will be produced in order to be sold

Wittgenstein, taking up the study of language again from scratch, focuses his attention on the effects of different modes of discourse; he calls the various types of utterances he identifies along the way (a few of which I have listed) language games.

especially if it is to undergo an exteriorisation with respect to the “knower” and an alienation from its user even greater than has previously been the case

revealing that knowledge and power are simply two sides of the same question: who decides what knowledge is, and who knows what needs to be decided? In the computer age, the question of knowledge is now more than ever a question of government.

New legal issues will be raised, and with them the question: “who will know?”

the observable social bond is composed of language “moves.”

One can decide that the principal role of knowledge is as an indispensable element in the functioning of society, and act in accordance with that decision, only if one has already decided that society is a giant machine.

For brevity’s sake, suffice it to say that functions of regulation, and therefore of reproduction, are being and will be further withdrawn from administrators and entrusted to machines. Increasingly, the central question is becoming who will have access to the information these machines must have in storage to guarantee that the right decisions are made. Access to data is, and will continue to be, the prerogative of experts of all stripes. The ruling class is and will continue to be the class of decision makers. Even now it is no longer composed of the traditional political class, but of a composite layer of corporate leaders, high-level administrators, and the heads of the major professional, labor, political, and religious organisations.

This breaking up of the grand Narratives (discussed below, sections 9 and 10) leads to what some authors analyse in terms of the dissolution of the social bond and the disintegration of social aggregates into a mass of individual atoms thrown into the absurdity of Brownian motion.

It would be superficial to reduce its significance to the traditional alternative between manipulatory speech and the unilateral transmission of messages on the one hand, and free expression and dialogue on the other.

What is needed if we are to understand social relations in this manner, on whatever scale we choose, is not only a theory of communication, but a theory of games which accepts agonistics as a founding principle.

Rather, the limits are themselves the stakes and provisional results of language strategies, within the institution and without.

This, I think, is the appropriate approach to contemporary institutions of knowledge.