The U.S. mobile penetration levels are currently approaching 90 percent. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. The industry is witnessing a considerable increase in the number of specialized companies that focus on enabling mobile advertising. Adoption of mobile advertising by the nation’s largest mobile operators and innovative MVNOs is a testament to the perceived potential of the market opportunity. Smartphone app stores have further provided new opportunities in the U.S. mobile advertising and search markets.
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