This document discusses the evolving landscape of mobile advertising in India. It notes that while mobile usage is widespread, the audience is diverse in terms of devices used, interests, and demographics. Effective mobile advertising requires understanding this complexity. The document advocates using data and technology to precisely target audiences while balancing reach and engagement through formats like rich media and video. It presents a framework for mobile advertising involving audience targeting, ad formats, content/context, and tracking to optimize brand solutions and the user experience.