The emergence of stream-based content units popularized by mobile apps like Twitter and Facebook promises to simplify a confusing mobile advertising space, says an ad agency exec.

“We’ve had an explosion of formats,” says Maxus’ north America chief strategy office Mark Egan

We’re seeing a lot of this roll in to a common unit which is represented in the stream format that you see in Facebook on mobile, a lot of what Yahoo is basing their new mobile product on – and is fixated around image-based messaging along with a little bit of text.

“That’s really exciting. Things are beginning to coalesce and make themselves more available, more digestible, more palatable for mobile-first consumers.”

We spoke with him as part of our series, “The Road to Cannes.”