Mobile advertising is growing fast in tandem with sales of smartphone and tablets.
The vast majority of these devices now are equipped with Internet browsers, which allow firms to offer advertisements that dovetail with users' viewing habits.
The interest in smartphones is to have the "content in context," delivering content to the right people and the right place, Yahoo! chief executive Carol Bertz said at the mobile industry's annual congress in Barcelona.
"At Yahoo, we consider ads also as great content," she added, while demonstrating how sites dedicated to sport, for example, could be accompanied by video ads for a major US basketball brand.
Swedish research institute Berg Insight estimated in a December report that mobile marketing and advertising sales would grow from $1.72 billion to $13.5 billion (1.3 billion euros to 10 billion euros) between 2009 and 2015.
