Mobile advertising is still just a blunt instrument for most brands.
In fact less than half of advertisers — 49 percent — employed any targeting parameters at all when serving mobile ads, according to a recent analysis of 11 billion ad impressions delivered by the mobile advertising technology firm Jumptap.
Among the multitude of options available, Jumptap found advertisers most frequently chose to target campaigns to specific types of phones, such as smartphones. Far fewer looked to take advantage of mobile’s unique location based-targeting capabilities (26 percent, per Jumptap), or even more basic targeting factors like age (12 percent) and country (8 percent).
That’s in sharp contrast to a recent report on non-mobile campaigns by Corona Insights, which showed that more than half of the online marketers from leading agencies surveyed targeted local audiences in their ad campaigns.
More in Media

Podcast companies turn to live events to capture growing advertiser spend
The surge in the number of live podcast events in 2025 reflects a broader shift: advertisers are betting bigger on podcasts — not just as an audio channel but as a full-fledged creator economy play.

Media Briefing: ‘Cloudflare is locking the door’: Publishers celebrate victory against AI bot crawlers
After years of miserably watching their content get ransacked for free by millions of unidentified AI bot crawlers, publishers were finally thrown a viable lifeline.

How Vogue could navigate potential industry headwinds as Anna Wintour — who agency execs say made ad dollars flow — brings on new edit lead
Anna Wintour’s successor at Vogue will have to overcome the myriad of challenges facing fashion media and the digital publishing ecosystem.