Concerns about online privacy and advertising continue to mount and it’s unlikely that mobile advertising will be able to escape scrunity, even though any sort of backlash is yet to hit the medium, said RCR. But given the detailed information that could be gleaned from consumers’ phone records, such a backlash seems inevitable. The piece features a quote from Nellymoser founder John Puterbaugh saying that mobile phones offer up much more detailed information about their users than web browsing does, and it mentions Pudding Media, which has developed a service that listens in on people’s conversations, then delivers advertising based on them. These sorts of statements and developments will do little to quell consumers’ anxiety, but some other industry execs contend that users will willingly tolerate some invasion of their privacy in order to be delivered relevant advertising, particularly if it brings with it some free or discounted service.