Don't ask for whom the bell tolls, Time Warner ... Tattoo_lover / Flickr, CC The mobile ad serving market is like a gold rush in the Wild West right now:

There are dozens of companies with any number of different offerings.

It's a complex environment that clients don't really understand.

There's a huge amount of money to be made, and a tidal wave of cash is going into mobile ads.

Mocean Mobile, one of many mobile ad serving companies, did a survey of 95 executives in the mobile ad business, including publishers, ad operations execs, salespersons, mobile product managers, and folks selling inventory for publishers, to get a handle on the state of the mobile ad serving industry.

The results of their survey show how the mobile ad server market is still wide open and yet to be dominated by a single server. Companies like Mocean, DART for Mobile and AdMarvel have a bit of a head start over their peers. But custom-built in-house solutions still have a significant share.

Most controversially, the survey also describes the most aggressive priorities of execs in terms of product development for the various mobile platforms, such as Apple's iOS, Google's Android, the mobile web and the iPad. It ain't good news for RIM's Blackberry or Microsoft's Windows Phone.