ABSTRACT There is no doubt that advertising is here now to stay. Even if the amount of ads sent to the mobile device is small today, it is projected to increase by large percentages so many companies are hurrying to take benefit of the opportunity. Witness the acquisition of AdMob by Google and Quattro Mobile by Apple to create the iAd Advertising Network. In addition, large Internet giants such as Yahoo, Microsoft and AOL and newer entrants such as JumpTap and Millennial Mass media are eagerly building up their offerings to provide advertising via cellular devices. The length of mobile advertising heading to be? Gartner anticipate that $7. 5 billion will be put in annually on mobile advertising by 2012 and mobile applications would be the main vehicle that drives a substantial part of that market.