The mobile Internet's matured greatly over the last couple of years. While this provides easier and faster access to content to the consumer, it also gives advertisers and marketers a clearer shot of reaching people when they're on the move. Take the CTIA Wireless announcement of a partnership between PointRoll- a provider of online advertising - and USA Today as an example.

At the show last week, the companies demoed the first expandable, rich media ad units specifically created for the Apple iPhone. According to PointRoll VP Max Mead, the company's fine tuned its "advertising technologies to enable agencies and marketers from leading brands to create personalized and original interactive campaigns on web pages viewed on the iPhone."

Accessible on from the mobile USA Today site,, the initial PointRoll mobile ads - hawking the 2009 Ford Flex or the new George Clooney and Brad Pitt movie Burn After Reading by the Coen brothers will be fully expandable upon user initiation and include video click-to-play, coupon downloads, integrated mapping technology directly linked to Google Maps, user-initiated click-to-call, among other features.

The PointRoll advertising platform offer all this without requiring users to download any applications or plug-ins to view the ads.

In the fiscal 2008 third quarter, Apple sold 717,000 iPhones and remains on track to reach its target goal of selling 4 million iPhones in 2008, according to RBC Capital Markets, making it an attractive platform for advertisers to target.

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