Mobiilimainonta

Mobiilimainonta (mobile advertising) refers to online advertising delivered to mobile devices through apps, mobile websites, and messaging channels. It encompasses in‑app advertising and mobile web, as well as push notifications, SMS, and MMS. The aim is to reach mobile users and to monetize mobile inventory for publishers and to drive actions for advertisers.

Formats and technologies: Common ad formats include banners, interstitials, video ads, rewarded video, native ads, and playable ads. Push notifications can also be used for engagement. Advertising on mobile often relies on ad networks and exchanges, with programmatic buying via demand‑side platforms (DSPs) and supply‑side platforms (SSPs) to automate bidding and delivery. Data‑driven targeting uses demographics, location, and user behavior, frequently via data management platforms (DMPs).

Measurement and regulation: Key metrics include impressions, clicks, click‑through rate, conversions, and cost per action or install; revenue is often expressed as eCPM. Viewability and brand safety are monitored to ensure quality. Privacy considerations are governed by the European Union’s GDPR, with consent mechanisms and frameworks such as IAB Europe’s Transparency and Consent Framework; mobile platforms may impose additional restrictions on tracking after user permission. Users may opt in to push notifications.

Market trends: Growth is driven by widespread smartphone adoption and increasing mobile content consumption. In‑app environments enable rich formats such as video and rewarded ads. Programmatic methods and cross‑channel measurement are common, with ongoing emphasis on privacy‑compliant measurement, fraud prevention, and brand safety.