# Best Mobile Advertising Software - Page 7 *By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)* Mobile advertising software helps companies advertise on mobile devices such as smartphones and tablets. These products enable advertisers to buy, manage, and place mobile ads; this includes mobile banner and video ads, interstitial ads that take up a device’s full screen, or ads that appear in mobile applications. Mobile advertising is typically managed by a company’s marketing team or a third-party ad agency to drive both brand awareness and direct response initiatives. The purpose of mobile advertising software is to help advertisers reach consumers on their mobile devices rather than their computers. Functionality is typically offered in conjunction with other ad channels, usually as part of a cross-channel advertising platform, which may also include capabilities across [search advertising software]( https://www.g2.com/categories/search-advertising), [display advertising software](https://www.g2.com/categories/display-advertising), [social media advertising software](https://www.g2.com/categories/social-media-advertising), and [video advertising software](https://www.g2.com/categories/video-advertising). Mobile advertising products may also function as a [demand side platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp) to serve ads in real time through a process called real-time bidding (RTB). Mobile advertising platforms are paralleled by app monetization software on the publisher's side, which they use to create and sell ad inventory within mobile apps, while several publisher ad servers offer publishers the ability to create and sell inventory on mobile websites. To qualify for inclusion in the Mobile Advertising category, a product must: - Offer tools for uploading or creating mobile ads such as mobile banners, mobile video, interstitial, or in-app ads - Enable users to buy and serve mobile ads to websites via ad networks, ad exchanges, or directly with app developers and mobile website publishers - Provide workflows for effectively managing and trafficking ads within the platform - Track key success metrics such as reach, conversions, and RoAS ## Category Overview **Total Products under this Category:** 218 ## Trust & Credibility Stats **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 9,000+ Authentic Reviews - 218+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Best Mobile Advertising Software At A Glance - **Leader:** [TikTok Ads](https://www.g2.com/products/tiktok-ads/reviews) - **Highest Performer:** [Innovid](https://www.g2.com/products/mediaocean-innovid/reviews) - **Easiest to Use:** [Simpli.fi](https://www.g2.com/products/simpli-fi/reviews) - **Top Trending:** [Fluency](https://www.g2.com/products/fluency-fluency/reviews) - **Best Free Software:** [Prisma](https://www.g2.com/products/prisma-mediaocean/reviews) --- **Sponsored** ### AdLib DSP Scale your programmatic media buying smarter, faster, and more profitably Independent agencies and marketers in growth-mode use the AdLib platform to deliver premium programmatic performance without the complexity, cost, or overhead of traditional DSPs. The AdLib platform provides the tools, data, and automation to run enterprise-quality campaigns — from CTV and Audio to Geofencing and YouTube — all under one roof, with zero trafficking headaches. We've helped independent agencies grow their client base five times over while keeping costs steady. Wellness brands have tripled their return on ad spend. Gaming apps have cut their user acquisition costs by 40%. Self-Service Buying Platform An easy to use DSP-agnostic platform where campaigns launch in minutes across every channel, screen stype, and stage of the funnel. Managed Service Buying Fully managed trafficking & optimization allows your team to focus on core business functions rather than the complexities of ad placement, bidding, and optimization. Programmatic APIs Build your own applications, workflows, and products on top of the AdLib platform to save time and make more revenue. White Labeled DSP Instantly launch your own branded programmatic offering without investing in development or specialized resources for support and campaign management. Automated Client Billing Improve cash flow and reduce the risk of nonpayment by automatically invoicing and collecting payments on a daily, weekly, or monthly basis via credit card, wire transfer, or ACH payment. Infinitely Customizable Reduce setup time with customized workflows and automated ad operations at a massive scale TEAM: Early & Long Term MediaMath & HudsonMX Employees. Programmatic marketing pioneers, engineers, and thought leaders with decades of experience New York | London | Los Angeles | San Francisco | Scottsdale | Detroit | Berlin | Bengaluru | São Paulo | Buenos Aires | Querétaro [Book a Demo](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=278&secure%5Bdisplayable_resource_id%5D=281&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=neighbor_category&secure%5Bplacement_resource_ids%5D%5B%5D=289&secure%5Bplacement_resource_ids%5D%5B%5D=280&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=126174&secure%5Bresource_id%5D=278&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fmobile-advertising&secure%5Btoken%5D=58cf4cc09833279be8af532b482c0f08dd5d932d82feead5763e627f81b0183e&secure%5Burl%5D=https%3A%2F%2Fgetadlib.com%2Fdemo&secure%5Burl_type%5D=book_demo) --- ## Top-Rated Products (Ranked by G2 Score) ### 1. [BidMotion](https://www.g2.com/products/bidmotion/reviews) BidMotion is a mobile advertising network. **Seller Details:** - **Seller:** [Bidmotion](https://www.g2.com/sellers/bidmotion) - **Year Founded:** 2014 - **HQ Location:** Paris, FR - **LinkedIn® Page:** http://www.linkedin.com/company/bidmotion (2 employees on LinkedIn®) ### 2. [BidsCube DSP](https://www.g2.com/products/bidscube-dsp/reviews) BidsCube Demand-Side Platform is a comprehensive solution for brands and agencies to create ultimate campaigns. The industry-leading advertising software for your success! Start real-time bidding on ad spaces on a wide variety of sites and apps to achieve next-step efficiency and advertise using the best publishers’ inventory within milliseconds. With BidsCube DSP, thousands of publishers and their inventory are at your fingertips! **Average Rating:** 3.5/5.0 **Total Reviews:** 1 **User Satisfaction Scores:** - **Performance and Reliability:** 6.7/10 (Category avg: 8.5/10) - **Ease of Use:** 10.0/10 (Category avg: 8.5/10) - **Workflow Capability:** 8.3/10 (Category avg: 8.3/10) **Seller Details:** - **Seller:** [BidsCube](https://www.g2.com/sellers/bidscube) - **Year Founded:** 2020 - **HQ Location:** Wrocław, Poland - **Twitter:** @BidsCube_Ads (9 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/bidscube/ (48 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 100% Small-Business ### 3. [Bidshake](https://www.g2.com/products/bidshake/reviews) Bidshake is a SaaS platform for app marketers that centralizes the entire UA stack into a single dashboard. It allows marketing teams to manage campaigns at scale and optimize their ad spend across channels. Bidshake provides a seamless experience and methodology to answer advanced marketing management needs. **Seller Details:** - **Seller:** [Bidshake](https://www.g2.com/sellers/bidshake) - **HQ Location:** Tel Aviv-Yafo, IL - **LinkedIn® Page:** https://www.linkedin.com/company/28896981 (3 employees on LinkedIn®) ### 4. [BPRISE](https://www.g2.com/products/bprise/reviews) BPRISE is an advertising and marketing technology firm that brings brands and agencies closer to their customers in the online and offline space through ads triggered at relevant locations and measuring the impact of ads on conversion and engagement. **Seller Details:** - **Seller:** [Euler Media](https://www.g2.com/sellers/euler-media) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 5. [Bubbleye](https://www.g2.com/products/bubbleye/reviews) Bubbleye Kraken is a fully programmatic, independent and transparent automation suite for mobile user acquisition. In symbiosis with your UA team, the Kraken unleashes bursting power and countless tentacles to smash fraud and crush inefficiencies around the clock, across multiple ad channels. **Seller Details:** - **Seller:** [Bubbleye](https://www.g2.com/sellers/bubbleye) - **Year Founded:** 2016 - **HQ Location:** Taipei, TW - **LinkedIn® Page:** http://www.linkedin.com/company/bubbleye (11 employees on LinkedIn®) ### 6. [Buzzvil](https://www.g2.com/products/buzzvil/reviews) Over the past years, Buzzvil has identified the possibilities of reward-based ads which has been overlooked by others. Now, Buzzvil is looking beyond the first screen of mobile to spread rewards to a broader audience **Seller Details:** - **Seller:** [Buzzvil](https://www.g2.com/sellers/buzzvil) - **Year Founded:** 2012 - **HQ Location:** 서울, KR - **LinkedIn® Page:** https://www.linkedin.com/company/buzzvil (100 employees on LinkedIn®) ### 7. [cidewalk](https://www.g2.com/products/cidewalk/reviews) Cidewalk has unique access to smartphone app advertising placements. Its proprietary real-time bidding technology scans through billions of available mobile ad inventory. Then they use GPS targeting to ensure promotions only appear on devices within the selected towns. **Seller Details:** - **Seller:** [Chitika](https://www.g2.com/sellers/chitika) - **Year Founded:** 2003 - **HQ Location:** Needham Heights, US - **Twitter:** @Chitika (3,810 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/chitika-the/ (22 employees on LinkedIn®) ### 8. [Collectcent](https://www.g2.com/products/collectcent/reviews) We are a performance driven Adtech Company with expertise in mobile based user acquisition. We help Advertisers acquire high quality engaging users globally through in-app, display and video advertising. **Seller Details:** - **Seller:** [Collectcent Digital Media](https://www.g2.com/sellers/collectcent-digital-media) - **Year Founded:** 2013 - **HQ Location:** Gurugram, IN - **LinkedIn® Page:** https://www.linkedin.com/company/collectcent/ (186 employees on LinkedIn®) ### 9. [Criteo Commerce Yield](https://www.g2.com/products/criteo-commerce-yield/reviews) Commerce Yield is the monetization platform built for retailers and marketplaces to unlock new revenue streams from their digital properties and first-party data. With modular solutions (ranging from a white-label self-service platform to flexible APIs), Commerce Yield powers direct demand while also unlocking incremental growth through brand, agency, and partner integrations. Commerce Yield’s AI-driven retail media technology ensures ad relevancy, optimizes campaign performance, and delivers closed-loop measurement so brands can directly connect investment to outcomes. Retailers maintain full control over their inventory, UX, data, pricing, and media offerings while protecting and enhancing the shopper experience. **Seller Details:** - **Seller:** [Criteo](https://www.g2.com/sellers/criteo) - **HQ Location:** Paris, France - **Twitter:** @criteo (18,688 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/37209/ (3,903 employees on LinkedIn®) - **Ownership:** NASDAQ:CRTO - **Total Revenue (USD mm):** $2,072 ### 10. [CrossInstall](https://www.g2.com/products/crossinstall/reviews) CrossInstall is a holistic ad solution for mobile app companies combining programmatic bidding with interactive ad experiences **Seller Details:** - **Seller:** [CrossInstall](https://www.g2.com/sellers/crossinstall) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 11. [Curate Mobile](https://www.g2.com/products/curate-mobile/reviews) Curate Mobile is a full-funnel mobile solution provider. We provided innovative data-driven solutions from branding to direct response. Our intuitive DSP includes robust 1st party data, beautifully designed, engaging creative, proven location-based targeting and exceptional performance capabilities, to maximize your media buys across all goals and KPIs. Our central focus is the spearheading and execution of mobile branding and mobile user acquisition. By employing a variety of ad formats (video, display, native, social) and a robust inventory of mobile ad placements we are able to continuously optimize the audience targeting process, ensuring that not a single impression is wasted on disengaged or irrelevant users. Curate Mobile is a leading technology-driven mobile growth platform based in Toronto, Ontario Canada. Founded in 2015, Curate has grown into a trusted platform for globally-focused brands and agencies. Through its growing Ad Stack, Curate powers mobile strategy and ROI for companies around the world. Utilizing data and transparency, Curate Mobile is a leading choice for brands and agencies in a growing mobile landscape. **Seller Details:** - **Seller:** [Curatemobile](https://www.g2.com/sellers/curatemobile) - **Year Founded:** 2015 - **HQ Location:** Toronto, CA - **LinkedIn® Page:** http://www.linkedin.com/company/curate-mobile-ltd (5 employees on LinkedIn®) ### 12. [DaVinci Commerce](https://www.g2.com/products/davinci-commerce/reviews) DaVinci Commerce enables brands to launch fully personalized, retailer-compliant commerce media campaigns in under five minutes. With a library of pre-approved templates and one-click integrations to major commerce media networks, marketing teams can move beyond slow, manual workflows and activate campaigns instantly. Creative & Content Automation Our Creative & Content Agent automates the generation of brand-consistent, retailer-ready display and video ads. From resizing assets to ensuring compliance with both brand and retailer guidelines, DaVinci Commerce eliminates the costly back-and-forth approvals that traditionally delay launches. Brands report up to 92% reductions in production costs and significantly faster time to market. Personalization at Scale Using first-party and real-time feed data, DaVinci Commerce personalizes ads at the SKU level. Shoppers see the right product and offer based on location, inventory, and promotions. This removes manual effort while enabling rapid response to changing shopper behavior, improving speed to launch by 3.5x. Shopping Optimization Our Shopping Optimization Agent replicates in-store discovery online. With personalized commerce ads and 1-click purchase paths, brands convert engagement into measurable sales. Automated recommendations continuously optimize creative, audience, and product combinations, leading to measurable improvements in ROAS. Analytics & Insights The Analytics & Insights Agent closes the loop by linking every creative to sales outcomes. Multi-retailer dashboards, creative-level insights, and digital shelf analytics give teams a unified view of what’s driving performance. Brands see faster decision-making and significant ROI uplift with closed-loop measurement. Why DaVinci Commerce? Unlike fragmented tools, DaVinci Commerce is AI-native end-to-end. Our agentic AI automates campaign execution across creation, personalization, optimization, and measurement — not just assisting but executing. Brands achieve faster launches, lower costs, and higher sales outcomes while staying fully compliant across commerce media networks. **Average Rating:** 4.3/5.0 **Total Reviews:** 2 **User Satisfaction Scores:** - **Ease of Use:** 8.3/10 (Category avg: 8.5/10) **Seller Details:** - **Seller:** [Jivox](https://www.g2.com/sellers/jivox) - **Year Founded:** 2007 - **HQ Location:** San Mateo, US - **Twitter:** @Jivox (1,460 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/239343/ (224 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 50% Enterprise, 50% Mid-Market ### 13. [Doubler](https://www.g2.com/products/doubler/reviews) Doubler is a standard play for the brands which focuses on increasing customer engagement, advertising & loyalty while offering an added advantage in terms of Doubler mobile APP. **Seller Details:** - **Seller:** [Doubler](https://www.g2.com/sellers/doubler) - **HQ Location:** N/A - **LinkedIn® Page:** http://www.linkedin.com/company/pbcomp-doubler (1 employees on LinkedIn®) ### 14. [DU Ad Platform](https://www.g2.com/products/du-ad-platform/reviews) DU Ad Platform is Baidu's advertising platform offering turnkey monetization solutions. **Seller Details:** - **Seller:** [Duapps](https://www.g2.com/sellers/duapps-88490c30-a37e-42c9-b412-d01ac7a359f4) - **Year Founded:** 2012 - **HQ Location:** Beijing,China - **Twitter:** @duapps (14,782 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 15. [Easyads.io](https://www.g2.com/products/easyads-io/reviews) The Most Advanced Multipurpose Classified Ads Application **Seller Details:** - **Seller:** [CodinBit](https://www.g2.com/sellers/codinbit) - **Year Founded:** 2016 - **HQ Location:** Bucharest, RO - **LinkedIn® Page:** https://www.linkedin.com/company/codinbit (1 employees on LinkedIn®) ### 16. [Emodo Measurement](https://www.g2.com/products/emodo-measurement/reviews) Emodo Measurement accurately links mobile ads to visits, providing advertisers with a view into the ROI of their ad spend **Seller Details:** - **Seller:** [Ericsson](https://www.g2.com/sellers/ericsson) - **Year Founded:** 1876 - **HQ Location:** Kista, Stockholm - **Twitter:** @ericsson (256,382 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/ericsson/ (107,314 employees on LinkedIn®) ### 17. [Epom Ad Agency](https://www.g2.com/products/epom-ad-agency/reviews) Epom Ad Agency is your personal tool for driving installs, engaging right audience and maximizing ROI. Enjoy the full range of app promotion: the agency experts develop tailored app strategy, choose top-performing ad channels and create video & media materials for your app, while you pay for positive results only. Epom Ad Agency acquires quality users with lowest CPI from all traffic sources worldwide, providing full transparency and performance control. Why choose Epom Ad Agency? Get your own in-house marketing team Run CPA campaigns & pay for achieved KPIs only Own SDK & DSP with huge mobile traffic volumes **Seller Details:** - **Seller:** [Epom](https://www.g2.com/sellers/epom) - **Year Founded:** 2011 - **HQ Location:** Kiev, Ukraine - **Twitter:** @EpomAdServer (984 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/2412434/ (110 employees on LinkedIn®) ### 18. [ExactDrive](https://www.g2.com/products/exactdrive/reviews) Energize your media buys. **Average Rating:** 5.0/5.0 **Total Reviews:** 1 **User Satisfaction Scores:** - **Ease of Use:** 10.0/10 (Category avg: 8.5/10) **Seller Details:** - **Seller:** [ExactDrive](https://www.g2.com/sellers/exactdrive) - **Year Founded:** 2011 - **HQ Location:** Milwaukee, US - **Twitter:** @ExactDrive (11,411 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/exact-drive-inc/ (1 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 100% Enterprise, 100% Small-Business ### 19. [Fingereach](https://www.g2.com/products/fingereach/reviews) AI-enabled Marketing **Seller Details:** - **Seller:** [Lively Impact Technology](https://www.g2.com/sellers/lively-impact-technology) - **HQ Location:** New Territories, HK - **LinkedIn® Page:** http://www.linkedin.com/company/lively-impact-technology-limited (13 employees on LinkedIn®) ### 20. [Gadmobe](https://www.g2.com/products/gadmobe/reviews) Tired of low performance with conventional in-app ads? Try Gadmobe's Full-Page Banner and Push Notification which target Android™ apps users in many ways. **Seller Details:** - **Seller:** [Gadmobe Interactive](https://www.g2.com/sellers/gadmobe-interactive) - **Year Founded:** 2012 - **HQ Location:** Singapore, SG - **LinkedIn® Page:** https://www.linkedin.com/company/gadmobe-interactive (38 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 100% Mid-Market ### 21. [Glispa](https://www.g2.com/products/glispa/reviews) Glispa is a creative ad platform to create engaging ad formats. **Seller Details:** - **Seller:** [glispa](https://www.g2.com/sellers/glispa) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 22. [HarmonyAds DSP](https://www.g2.com/products/harmonyads-dsp/reviews) HarmonyAds is a digital advertising platform designed to transform how brands and agencies connect with their audiences. With access to over 90% of mainstream digital inventory, including apps, Smart TVs, and DOOH (Digital Out-of-Home), HarmonyAds empowers marketers to launch impactful, efficient, and data-driven campaigns globally. Our platform offers real-time campaign creation and reporting, eliminating licensing fees and ensuring transparent, audited media buying. Whether you need to engage through display, video, native, or rich media formats, HarmonyAds delivers over 15 interactive ad types to capture user attention and drive results. **Average Rating:** 5.0/5.0 **Total Reviews:** 3 **User Satisfaction Scores:** - **Performance and Reliability:** 10.0/10 (Category avg: 8.5/10) - **Ease of Use:** 10.0/10 (Category avg: 8.5/10) - **Workflow Capability:** 10.0/10 (Category avg: 8.3/10) **Seller Details:** - **Seller:** [HarmonyAds](https://www.g2.com/sellers/harmonyads) - **Company Website:** https://harmonyads.com - **HQ Location:** HALLANDALE BEACH, US - **LinkedIn® Page:** https://www.linkedin.com/company/harmonyads (19 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 100% Small-Business #### Pros & Cons **Pros:** - Campaign Management (2 reviews) - Advertising Management (1 reviews) - Customer Support (1 reviews) - Results Delivery (1 reviews) - Team Helpfulness (1 reviews) ### 23. [Hybe.io](https://www.g2.com/products/hybe-io/reviews) Hybe is a 360-performance solution for mobile app promotion. We help apps to grow with an ultimate synergy of high-quality traffic and innovative technologies. Reach the ultimate results through transparent instruments with Hybe. **Seller Details:** - **Seller:** [Hybe.io](https://www.g2.com/sellers/hybe-io) - **HQ Location:** Berlin, DE - **Twitter:** @HybeIo (10 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/71106575 (30 employees on LinkedIn®) ### 24. [Incoming Media](https://www.g2.com/products/incoming-media/reviews) Incoming Media is a video engagement platform for smartphones. **Seller Details:** - **Seller:** [Incoming Media](https://www.g2.com/sellers/incoming-media) - **HQ Location:** N/A - **Twitter:** @incoming_media (78 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/incoming-media/ (2 employees on LinkedIn®) ### 25. [IQzone](https://www.g2.com/products/iqzone/reviews) IQzone is a mobile ad technology company partnering with mobile ad networks, publishers, and exchanges to deliver the Postitial ad slots. **Seller Details:** - **Seller:** [IQzone](https://www.g2.com/sellers/iqzone) - **Year Founded:** 2007 - **HQ Location:** Scottsdale, US - **Twitter:** @IQzone (123 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/iqzone/ (8 employees on LinkedIn®) ## Parent Category [Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech) ## Related Categories - [Display Advertising Software](https://www.g2.com/categories/display-advertising) - [Video Advertising Software](https://www.g2.com/categories/video-advertising) - [Cross-Channel Advertising Software](https://www.g2.com/categories/cross-channel-advertising) --- ## Buyer Guide ### What You Should Know About Mobile Advertising Software ### What is Mobile Advertising Software? There is still rapid growth around mobile device usage, and it is showing no signs of slowing down.This can be attributed to the fact that consumers are rapidly embracing new technology that will make their lives easier. The rise of mobile device usage also brings about a rise in mobile advertising. Mobile advertising software enables advertisers to publish graphics, text, or animated ads on mobile websites and applications; the software is often one part of a larger cross-channel advertising platform, which may also include capabilities across search, display, social media, and video. Make sure you have a unique mobile strategy in place before deciding which tool you want to use, and make sure that the tool you choose can accommodate the strategy you have outlined. Key Benefits of Mobile Advertising Software - Reach audiences on the devices they use most: their phones and tablets - Convey time-sensitive messages that are more relevant to the consumer's individual preferences, buying behavior, and location - Boost your advertising engagement rates, as users tend to spend more time with interactive ads - Save money by running campaigns at a fraction of the cost of traditional advertising channels - Enjoy a higher click-through rate compared to desktop advertisements ### Why Use Mobile Advertising Software? The proliferation of smartphones and other mobile devices is not a new trend, however, it is pushing advertisers toward an inescapable reality of using mobile advertising to reach consumers. As the desktop audience gradually decreases over time, it is important for in-house marketers and third-party vendors to reach consumers where they are: their mobile devices. That being said, while mobile ads increase in prevalence, mobile device users get more inundated with the number of ads they receive. Therefore, it is crucial to provide intriguing, relevant, and nonintrusive ads to consumers that tie in with your overall mobile marketing strategy. With mobile advertising software, businesses have the ability to publish personalized ads targeted to the consumer's habits, preferences, and location. Due to the interactive nature of mobile devices, mobile advertising software removes barriers to responding and purchasing and gives consumers the ability to interact with your brand wherever they go. Mobile advertising software will also allow users to track engagement with their ads in real time. Finally, not only is mobile advertising more personal, it is also a cost-efficient way to reach a target audience as opposed to using [traditional advertising](https://www.g2.com/categories/traditional-advertising). ### Who Uses Mobile Advertising Software? Mobile advertising software is typically managed by a company’s marketing team or a third-party advertising agency. With the ultimate goal of increasing sales, marketers are responsible for driving both brand awareness and direct response initiatives, both of which can be accomplished with the use of mobile advertising software. Specific marketing professionals that are most often involved in using mobile advertising software are listed below. That being said, depending on size, a company may not have defined roles for a marketer to focus on a specialized area. **Social Media Marketers —** A social media marketer is dedicated to managing various social media accounts for a company with the goal to increase brand awareness and cultivate an online community. Part of creating that community includes paying attention to trends and audience preferences to ensure content is optimized over time. Social media marketers compose and plan organic social media posts, create ads on first-party and/or third-party platforms, respond to comments in a timely manner, and develop hashtags. Ad campaigns can be deployed and managed with mobile advertising software or other [social media advertising software](https://www.g2.com/categories/social-media-advertising). **Digital Marketers —** Digital marketers manage any kind of marketing that takes place online (i.e., involving the internet or an electronic device). If a company doesn’t have a dedicated social media marketing team, digital marketers would normally take on that responsibility. Digital marketers can use mobile advertising software to increase brand awareness, website traffic, and customers. Digital marketers also typically handle email marketing, SEO, and display and search advertising. ### Kinds of Mobile Advertising Software Not all mobile advertising platforms offer the same avenues for mobile ads. Between online banner ads, mobile video ads, in-app ads, native ads, push notifications, and SMS ads, there are a variety of options for reaching audiences on their mobile devices. Outline what kinds of ads will resonate best with your audience and make sure the platforms you consider are capable of these. **Online Banner Ads —** Online banner ads, which can also be called web banners or [display advertising](https://www.g2.com/categories/display-advertising), enables companies to advertise on a wide range of websites. Banner ads are image-based advertisements that can be one of two formats: static or animated. Static banner ads are fixed, clickable images you can use to direct your target audience to another webpage. Animated banner ads, on the other hand, are ads in which some part of the ad moves, whether that be the text or the image itself. You have more versatility with animated ads, as they can include interactive elements where the audience can take actions like playing a game or taking a survey. These kinds of ads typically appear on the side, top, and bottom portions of websites. Mobile online banner ads can be used for different goals, including brand awareness, lead generation, and retargeting. **Video Ads —** Mobile advertising software can also be used to launch video ads, which essentially encompasses any online advertisements that have a video component within them. There are also specific [video advertising software](https://www.g2.com/categories/video-advertising) options that can help with buying, managing, and placing video ads online. As a medium, video makes it easier to tell stories and catch consumers’ attention while they are being exposed to increasing amounts of online content. **In-App Ads —** In-application advertising involves executing and managing your ads directly in a mobile application. Mobile application ads are distributed through a mobile app advertising network, which connects advertisers and developers. App developers use in-app advertising as one mechanism for [monetizing their apps](https://www.g2.com/categories/app-monetization). Apps on a mobile device are very personal per user, which gives advertisers a great opportunity to create effective, personalized ads. Advertisers can also put extremely precise targeting parameters around their in-app ads, since mobile applications can collect first-party data on an opt-in basis (e.g., gender, age, and other demographic information). **Native Ads —** With the ever-increasing amount of online ads, consumers often face ad fatigue, or the feeling of boredom when seeing ads. What’s the consequence of ad fatigue? Consumers will simply stop paying attention to ads altogether. This is where native ads showcase numerous benefits. Native advertising promotes information in a way to look and feel like the platform in which it appears. Native ads don’t really look like ads; instead, they look like a natural fit of the original content and website’s style. This increases the likelihood that consumers will actually engage with your advertisement. Examples of native ads include sponsored content on a website or a sponsored video ad on a social media platform. Mobile advertising software will assist you in creating, launching, and measuring the success of your native ads. **Push Notifications —** Push notifications are short alert messages that appear in an icon on a mobile device after a user opts in for this type of communication. Advertisements deployed through push notifications serve as a reminder for consumers to visit a brand’s website or social media channel(s) and will provide a further touchpoint for interaction. These types of ads typically have high engagement rates because they appear on a user’s home screen and, as previously mentioned, are opt-in notifications. **SMS Ads —** You can expand your reach with short message service (SMS) ads because these can reach people that do not have a smartphone. Similar to push notifications, SMS ads are also permission-based and require consumers to opt-in to this type of messaging. SMS ads create another opportunity to interact with your consumers and continue to build loyalty. ### Mobile Advertising Software Features Throughout this software category, you will find a multitude of functionalities, most of which fall under the umbrella of these three main features: mobile functionality, campaign management, and targeting. The following list breaks down those three main features, as well as additional features mobile advertising software can possess. **Mobile Functionality —** Not all mobile advertising software options were originally created specifically for mobile advertising campaigns. Mobile advertising is but a single channel in the online advertising ecosystem, and many platforms that support advertising on mobile devices are also capable of serving ads across various channels. That being said, there are certain mobile functionality features that you should explore when choosing the mobile advertising software that is right for you, including mobile tracking and mobile-rich media capabilities. Tracking mobile impressions and conversions is more difficult on mobile devices, as cookies—the small pieces of data used for tracking on desktops—are not compatible on mobile devices. As such, mobile ad platforms use a variety of different workarounds to track campaign performance. Additionally, mobile tracking will allow you to monitor mobile attribution or determine where your users are coming from. Mobile-rich media capabilities are mobile ads that encourage viewers to interact and engage with your content (e.g., video ads). Due to the interactivity of this specific feature, it will allow you to glean more insights than with a traditional mobile ad. **Campaign Management —** This feature can contain numerous functionalities, including campaign optimization, campaign dashboards, bulk editing and uploading, fraud protection, and frequency capping. Campaign management features will simplify launching, managing, and tracking your mobile ad campaign(s). A campaign dashboard will allow you to visualize and interact with your mobile ad campaign data, which can include the total number of sessions on an ad, total clicks, time spent on an ad, location data, etc. Some campaign dashboards will include dynamic filters so you can slice your data however you want. Bulk editing and uploading features aim to create a more efficient way of creating and managing your mobile ads. With a bulk uploading feature, mobile advertising software enables the creation and uploading of multiple ads at a time, which is beneficial if you are trying to simultaneously launch different types of ad campaigns. Bulk editing functionality will then allow you to make any and all changes to your ad(s) at once. As technology continues to advance and allow marketers to advertise in new ways, it also creates new ways for people to commit mobile ad fraud. Mobile ad fraud occurs when an individual or group of people defraud advertisers and steal from their ad budgets, which can include fake or rejected installs or fake impressions. Mobile ad fraud protection is important to bring transparency to your mobile ad campaigns and allow you to tie them back to your budget. If you aren’t aware of fraud taking place, you won’t be able to truly track your RoAS (return on ad spend). An additional feature that will allow you to spend your ad budget wisely is frequency capping. Frequency capping helps consumers avoid ad burnout by limiting the maximum number of impressions they can see within a specific amount of time. **Targeting —** This overarching feature can be broken out into ad targeting, retargeting, geotargeting, and contextual targeting. Mobile ad targeting will allow you to personalize content to your consumers based off of identifying criteria, which can include location, demographics (gender, age, marital status, etc.), and buying behavior. Mobile advertising software that has a retargeting feature will enable you to reconnect with consumers that have already interacted with your content by displaying ads to specific consumers that you have already identified. Retargeting enhances conversion rates by using cookie-based technology to follow your audience around the web. Due to GDPR, the General Data Protection Regulation, consumers will usually receive popup notifications on websites they visit to agree to the site’s privacy policy to be able to use their data. A geotargeting feature will allow you to refine your ad campaign to only serve specific audiences based off of their location. Finally, contextual targeting involves placing your ads on websites that are directly relevant to the ad campaign you are running. A contextual targeting feature will display your ad with content that is directly related to what your consumer is already viewing. The feature will enable the content in your ad to appear alongside relevant blogs, websites, images, etc. #### Additional Features of Mobile Advertising Software **Cross-Channel Capabilities —** A cross-channel advertising feature will enable you to place your ads across multiple devices and through a variety of channels. Not every tool performs equally across all channels, so be aware of how these channels differ from each other. This may urge you to use a variety of different tools in your advertising technology stack to increase and optimize the performance of each channel. (For more information about cross-channel advertising products, please visit our [cross-channel advertising software](https://www.g2.com/categories/cross-channel-advertising) category.) **Integrations —** Depending on your company and existing software, the mobile advertising platform you choose will need to integrate with a variety of other software. Beyond other advertising platforms with which you may need to integrate, your mobile platform may also be used with marketing automation, CRM, email marketing tools, or data management platforms. Make sure your existing software has the ability to integrate with the mobile advertising tool you plan on using. **Custom Reports —** Being able to track the success of your mobile ad campaign is essential. With a custom reporting feature, users can slice and dice their campaign data in a way that makes the most sense for them. Additionally, mobile advertising software includes the ability to generate reports across different advertising channels and offers access to real-time data. This feature will enable users to obtain rich insights into overall ad campaign effectiveness. ### Trends Related to Mobile Advertising Software **Augmented Reality —** The trend of augmented reality can submerge your consumers into an interactive environment where the real world is augmented by computer-generated information. While augmented reality, or AR, isn’t a new trend to watch, it is one related to ad spending and mobile advertising software. AR will be able to break through ad fatigue by allowing advertisers to serve up ads in a more entertaining, convenient manner and enable consumers to create more personalized connections with a brand. **Artificial Intelligence —** Simply put, artificial intelligence, or AI, makes it possible for machines to learn from experience and react like humans. AI is advancing the way mobile advertising software can launch, manage, and track ads in a variety of ways. First, AI enables advertisers to leverage predictive data, as opposed to reactive data, to personalize their ad campaigns. It does this by serving up real-time online behavior, as well as consumer preferences toward creative features like fonts, text colors, imagery, etc. Furthermore, as AI continues to advance, it will be able to combat mobile ad fraud by alerting advertisers in real time when fraud is taking place, as well as spot irregularities in large amounts of data to trigger when fraud may occur in the future. ### Potential Issues with Mobile Advertising Software **Tracking —** Tracking the success of mobile advertising campaigns offers numerous advantages. However, potential issues in tracking mobile ad campaign effectiveness do exist. Since mobile devices are smaller than desktops, accidental clicks take place quite often on ads. Advertisers can get frustrated with this because they still pay for that ad click, but the data does not represent actual engagement with a company's brand. Additionally, cross-device tracking is nearly impossible unless the user is logged in on multiple devices. ### Software and Services Related to Mobile Advertising Software [**Display Advertising Software**](https://www.g2.com/categories/display-advertising) **—** Display advertising software helps companies advertise on a wide range of websites. These products allow advertisers to buy, manage, and place display advertisements on websites, including banner, overlay, and rich media ads. This type of software can be used across channel functionality, which can include mobile, search, social media, and video. If you want to focus specifically on mobile ad campaigns, it would be beneficial to research mobile advertising software first, as those options may include additional features that display advertising software would not include. [**Social Media Marketing Companies**](https://www.g2.com/categories/social-media-marketing-smm-companies) **—** Social media marketing (SMM) companies can support mobile ad campaign deployment and tracking and can also provide a wide variety of solutions, including account management, content creation, and consumer engagement. Aside from keeping current customers engaged, businesses use SMM services to boost their internet presence and engage broader online communities. Mobile advertising software is not specific to just social media platforms, however, it is one mechanism in which mobile ads can be served to consumers. [**Inbound Marketing Services**](https://www.g2.com/categories/inbound-marketing) **—** Mobile advertisements aim to increase brand awareness and traffic to a brand’s website, which is a form of inbound marketing. If you don’t have an internal marketing team, an inbound marketing services company can help you launch coordinated campaigns, like blog posts, webinars, and organic social media posts, as well as mobile ads.