Mobile advertising is the newest and most evolved advertising medium. It is increasingly being included on media plans as an effective way of communicating with an audience that requires pin point targeting.
Targeting an audience based off their geographical location is a key benefit of mobile advertising. The device your audience is using sends key information that can be decoded, geographical location, unique device ID, demographics, usage as well as several other parameters.
There are two fundamental types of mobile traffic; in-app and mobile web. In-app traffic is used to describe advertising opportunities within a downloaded app on the device. Mobile web represents an ad impression that is viewed through a mobile browser onto a website that would also be viewable on a desktop.