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What the advertiser failed to recognize, Chernin said, is that the MySpace homepage has as many viewers every day as the SuperBowl has once a year. (Of course, there’s a good argument that MySpace visitors aren’t quite as engaged with the content as SuperBowl viewers are.)

Mobile is attractive because of its scale. It “is by far the most penetrated device on earth,” he said. “So it’s this enormous distribution platform, but by definition you’re not going to be watching two-hour movies. It’s going to be interesting to see people develop uniquely mobile content.” It will take the medium a long time to develop, he said and predicted that in two years, the industry will still be trying to figure mobile out.

We get into constant problems with some prosecutor who subpoenas information we don’t want to give them, and we resist it. Which is why we don’t fully operate in China. Our argument is that information is not available in your domain. So countries are now trying to rewrite their laws to say this information cannot be available anywhere on the Internet.

Q: What about mobile? Schmidt: Our wireless initiative was a perfect outcome. It was the cost of an outcome. I am on the board of Apple. Last night I was in Palo Alto and there was a line outside. It shows the device is a step forward. IPhone’s competitors all have dec A phone is GPS, a camera, a computer, and a browser. The Phone is tehfirst one with a really functional browser. We show full ads, so that is a huge for revenues/ The new category of apps that have not come out yet really is a breakthrough. One winner of the Android apps, it looks around, names the buildings it sees and tells you what is happening inside of them. That is a really interesting product. In mobile there are a lot od product that have that WOW factor, because of the use of GPS. I think all the most interesting next-generation social apps will be mobile.

Q: [Sam Whitmore asks if Google does any work for the government related to the Patriot Act] Schmidt: Regarding the Patriot Act or any of the three-letter organizations, absolutely not. We do provide the federal government with some search and other services through our [government] sales group.

Mobile thoughts: Sergey Brin is asked to riff on mobile: revenue per query will vary from market to market. iPhone users do some 30x queries compared to others, though no comments yet on the iPhone 3G. Later an analyst asked whether there would be a total separate marketplace for mobile. Brin: Once you get these phones with capable browsers, there’s less reason to separate mobile and regular ads.

In other comments, Schmidt reiterated his belief that advertising on mobile devices eventually will emerge as Google's biggest source of profits. The company hopes to be in a better position to deliver ads to people on the go during the second half of this year when it's scheduled to unveil its new mobile software package, "Android."