I have talked to CEO's of ad companies. They use to try and prove how much ROI their adds where. What they found was their large clients didnt want to know. An exec at a large firm would be given a huge add spend budget, and they got that no matter what. Getting numbers that their add spend didnt work would = budget cuts, but a fancy power point presentation with an arrow pointing up so long as sales are good doesnt get questioned.
What did the add companies have to say about mobile? most of the time, if something gets clicked, its because they were intoxicated and accidentally did so.
I agree, many companies do not care. I know a guy who does online advertising for a Middle Eastern airline. Many of his campaigns do not work out, he's blown large budgets due to simple mistakes and no one cares, and he's given a budget that he just _has_ to spend. However, campaigns do work; many of the viral content you see has been carefully engineered and propogated by clever ad agencies.
I have to disagree on your opinion about mobiles. Mobile e-commerce is very intuitive and fast for many users (see Kim Kardashian). Consuming and sharing of media on mobile has led to clickbait and some brands have earned big money from that (see Buzzfeed). People scroll through mobiles addictively, and the invention of the "feed" by Zuckerburg combined with targeted advertising has users doing exactly what ad companies have want them to do, whether it be sharing, consuming, or purchasing.
What did the add companies have to say about mobile? most of the time, if something gets clicked, its because they were intoxicated and accidentally did so.