4. Ads: Another area that no one has completely cracked. Miner points out that a huge chunk of people’s attention has shifted to mobile devices, but only a tiny portion of advertising dollars have followed. Lack of cookies have made it tough for most advertising to be interesting and relevant on phones. Plus, things like banner ads are just duds when it comes to the mobile experience. He says one of his portfolio companies, Yieldmo, has the goal of inventing a new mobile advertising format every day. Yes, every day. Miner said that kind of experimentation is going to be needed to find the formats that convince advertisers to accelerate their spending on mobile.