Abstract
The U.S. mobile penetration levels are currently at around 85 percent. This
translates into roughly 260 million subscribers reachable anytime, anywhere
through their mobile phones. An increasing number of mobile subscribers are
using various content services and applications on their devices, which opens
up newer avenues for mobile advertising. The industry is witnessing a
considerable increase in the number of specialized companies that focus on
enabling mobile advertising. Adoption of mobile advertising by the nation' s
largest mobile operators and innovative MVNOs is a testament to the perceived
potential of the market opportunity.
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