You need something that can supply enough current to heat the atty. That's between 1.0 and 2.5A, depending on the exact atomizer (a 510, for example, will run towards the high end, while an 801 towards the low). Many wall-warts designed to trickle charge a phone or MP3 player will only provide 0.5A (500mA). The plug-in transformer for a powered USB hub will typically provide 2.1-2.5A. It gets more confusing because many low-rated supplies are capable of putting out much higher currents for short periods without being obviously damaged.
A battery-mediated USB passthrough (especially one with a Li-Polymer flatpack like the DigiPower or Lenmar PPUMINI, which can handle much higher discharge rates) gets around a lot of that by only drawing a 100mA or 500mA trickle to charge the battery, which supplies the high amperage surge current for the atomizer.
Just to confuse it more, it's becoming more and more common to make "Big battery" mods with integrated USB-cable charging circuits ("Fistpacks"), so that they become their own USB passthrough. And the PPUMINI is in an odd middle ground, with enough capacity for a few hours of vaping, but not enough for all-day operation like the true "Big Bat" mods built around an 18650 or similar.
Confused yet? Basically, although it is *possible* to make "Direct Drive" USB passthroughs that work directly off the power supply for the USB (or the PC), it's gone out of favor because of the risks to the hardware (overloading a thousand-dollar PC to avoid buying a $25 eCig PS is bad economics) and the greater utility of integrating charging circuits into the mods, so you can charge when juice is available and keep vaping on the same device when it isn't.
--Dave