PRESENTATION OF SPONSORED CONTENT ON MOBILE COMMUNICATION FACILITIES

1 . A computer-implemented method for targeted distribution of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by establishing a competitive real time bid auction process, the method comprising the steps of:

(a) presenting data corresponding to the first type and the second type of cellular phone each to the first sponsor and the second sponsor, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone, wherein the rendering capability comprises a model of the respective first type and second type of cellular phone;

(b) receiving a first advertising content and a second advertising content each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone;

(c) receiving in real time a bid from the first sponsor, wherein the bid includes:

(1) a selection by the first sponsor of the first type of cellular phone; and

(2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the second sponsor;

(d) receiving in real time a bid from the second sponsor, wherein the bid includes:

(1) a selection by the second sponsor of the first type of cellular phone; and

(2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the first sponsor;

(e) attributing in real time a higher ordering priority to the advertising of the first sponsor than the advertising of the second sponsor based upon a determination that the amount of the first sponsor is greater than the amount of the second sponsor; and

(f) transmitting in real time the first advertising content of the first sponsor and the first advertising content of the second sponsor to each of the cellular phones of the first type, wherein the respective first advertising contents are displayed on each of the cellular phones of the first type based on the ordering priority.

2 . A system for targeted distribution of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by establishing a competitive real time bid auction process, the system comprising one or more computers having computer readable mediums having stored thereon instructions which, when executed by one or more processors of the one or more computers, causes the system to perform the steps of:

(a) presenting data corresponding to the first type and the second type of cellular phone each to the first sponsor and the second sponsor, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone, wherein the rendering capability comprises a model of the respective first type and second type of cellular phone;

(b) receiving a first advertising content and a second advertising content each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone;

(c) receiving in real time a bid from the first sponsor, wherein the bid includes:

(1) a selection by the first sponsor of the first type of cellular phone; and

(2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the second sponsor;

(d) receiving in real time a bid from the second sponsor, wherein the bid includes:

(1) a selection by the second sponsor of the first type of cellular phone; and

(2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type, wherein the amount ias visible to the first sponsor;

(e) attributing in real time a higher ordering priority to the advertising of the first sponsor than the advertising of the second sponsor based upon a determination that the amount of the first sponsor is greater than the amount of the second sponsor; and

(f) transmitting in real time the first advertising content of the first sponsor and the first advertising content of the second sponsor to each of the cellular phones of the first type, wherein the respective first advertising contents are displayed on each of the cellular phones of the first type based on the ordering priority.

3 . A non-transitory computer-readable medium having stored thereon instructions which, when executed by one or more processors of one or more computers, causes the one or more processors to target distribution of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by establishing a competitive real time bid auction process by performing the steps of:

(a) presenting data corresponding to the first type and the second type of cellular phone each to the first sponsor and the second sponsor, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone, wherein the rendering capability comprises a model of the respective first type and second type of cellular phone;

(b) receiving a first advertising content and a second advertising content each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone;

(c) receiving in real time a bid from the first sponsor, wherein the bid includes:

(1) a selection by the first sponsor of the first type of cellular phone; and

(2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the second sponsor;

(d) receiving in real time a bid from the second sponsor, wherein the bid includes:

(1) a selection by the second sponsor of the first type of cellular phone; and

(2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type, wherein the amount ias visible to the first sponsor;

(e) attributing in real time a higher ordering priority to the advertising of the first sponsor than the advertising of the second sponsor based upon a determination that the amount of the first sponsor is greater than the amount of the second sponsor; and

(f) transmitting in real time the first advertising content of the first sponsor and the first advertising content of the second sponsor to each of the cellular phones of the first type, wherein the respective first advertising contents are displayed on each of the cellular phones of the first type based on the ordering priority.