CBS signed with a handful of the leading mobile ad networks today. Perhaps more upfront work in terms of integration, but a good strategy that will allow them to leverage the strengths of each player. With such a young industry, it's difficult for one player to do everything.
One of the interesting aspects of mobile advertising not discussed is that of the DRM issues with mobile video. It's interesting times with content rights these days.
We often think of actors in movies and TV shows needed to sign away rights for mobile, but I hadn't thought of that for the mobile environment until recently.