Reference / Glossary / Creative and formats
Mobile Web
Websites viewed in a phone browser, as distinct from apps. Mobile web ads run in standard IAB units sized for small screens and are identified by cookies with all their limits; in-app ads use SDKs and advertising IDs. Most mobile time is in apps, most mobile web traffic comes from search and social links.
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Cite this entry:
Agency Echelon. "Mobile Web." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/mobile-web/