Mobile advertising has grown significantly from 1998 to 2008. During this period, mobile phones evolved from basic calling devices with limited memory and speed to powerful smartphones with large storage, fast processors, and internet access. As mobile internet usage increased worldwide, surpassing fixed internet by 2010, the mobile advertising market also expanded rapidly. Mobile ads can now be highly targeted based on factors like location, demographic information, and user behavior to deliver more relevant messages. However, mobile advertising is still developing and building partnerships and customized content will be important for its continued growth.