More businesses are pursing mobile advertising and mobile marketing due to the rise in smartphone popularity. Thanks to advancements in the adtech industry, there are several mobile advertising platforms that make it possible for advertisers and publishers to pay for ad placements on mobile websites and apps. Each of these platforms come with unique and distinct features that may make it difficult to decide which one is right for your business.

Here is a list of the most popular mobile advertising platforms:

Millennial Media

Millennial Media is widely considered the chief mobile advertising network. It performs as both a campaign platform and marketplace. If you are looking to create and deliver a campaign for advertisers to rival for their business, the Millennial Media Platform boasts an affluence of research and intelligence that will help make that happen quickly and easily. Additionally, it offers users a systematic dashboard where they can gain and keep track of reports of all transactions such as date ranges, pacing, targeting and pricing.

One of the main reasons that Millennial Media is included in this list is because you do not have to be a large company to enjoy it. Even the smallest companies can use self-service solutions.

Google Ads/Ad Mob

Google Ads is one of the most popular advertising platforms for the web and mobile. They offer various ad-formats such as banners, in-app and video ads. You can use the “device targeting” tool to target only smartphones and tablets. For mobile devices, you can choose from text, image, video and True View ads. The biggest benefit of using Google Ads is that they show up when the user searches for a related product or service, which makes them more likely to be noticed due to relevancy. In addition to setting an advertising budget, Google Ads allows you to set goals such as website visits, customer calls and increased footfall.

AdMob is one of the largest mobile advertising platforms for mobile apps. Acquired by Google in 2010, AdMob is integrated with other Google technologies like AdSense to enable optimized revenue growth. AdMob helps you place high-quality ads in formats such as native ads, banner ads, video and interstitial ads into your app. It also offers analytics with insights into how users engage with the mobile app ads which helps advertisers improve customer experience and mobile revenue.

Microsoft Advertising

You may be thinking that Microsoft Advertising is not worth the investment because it isn’t as popular as Google Ads. However, Microsoft Ads are cheaper than Google Ads by 70% according to studies. Considering the fact that Microsoft reaches millions of people that Google doesn’t across three search engines (Bing, Yahoo and AOL), Microsoft Advertising may be well worth the investment.

In addition to lower costs, Microsoft Advertising also provides users with greater control over scheduling, language and location. These factors are all controlled on the campaign level with Google, but they are set per ad group with Microsoft which is more convenient. They also have a unique feature that allows advertisers to add their business’ social media links under ads.

Apple Search Ads

With Apple Search Ads, you can have your app appear at the top of the App Store search results page. This will drive app discovery and increase app installs. The developer or advertiser only pays per install. Like Google, you can set your goals, manage campaigns and track performance. The advanced version of Apple Search Ads allows you to select target keywords and audiences. The critical factors that will determine if your ads show up include relevance to the users’ search query, descriptive metadata with the right keywords and user response to previous ads.

Ad Colony

AdColony is unique because it specializes in interactive, HD video and rich media ads. These ad formats improve the overall in-app experience, increase engagement and improve revenue. AdColony is a one-stop shop to drive conversions, traffic, footfall and other positive outcomes through creating compelling ad experiences powered by creativity, data and technology. Ad Colony’s credibility is evident through their partnership with notable brands such as Farmville, Hilton Hotels and Adidas.




Whether you want to monetize your ad or reach a larger audience, any of these platforms are sure to help you get the job done. However, it is recommended that you write down a list of your business’ marketing needs and then compare them to the features and costs of each platform. From here, you should be able to better choose the service that best matches these needs and fits your budget.

Read more about developing a digital ad strategy for your business in our guide on advertising.

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