Just like what has happened in the WWW-arena will happen on the mobile.
That is; Ads will be a additional information to "something else" and thereby not be regarded as intrusive as direct adverticement is.
The problem is ofcourse that screenspace is much more limited on a cellular than on a PC-screen. This makes it a bit more challenging to find appropriate places for "banners".
And offcourse, the more related the Ad are; the more accepted it is by the user.