Advertising delivered on smartphones and tablets, in mobile web browsers and inside apps. In-app inventory is served through SDKs and mediation platforms and identified by the Mobile Advertising ID; iOS restricted that identifier in 2021 under App Tracking Transparency, which pushed mobile measurement toward SKAdNetwork and probabilistic methods. Most social and video impressions are mobile.
Cite this entry:
Agency Echelon. "Mobile Advertising." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/mobile-advertising/