Advertisers are increasingly using the mobile Web as platform to reach consumers. The total value of advertising on mobile was 2.2 billion dollars in 2007. A recent study by the Online Publishers Association reports that about one-in-ten mobile Web users said they have made a purchase based on a mobile Web ad, while 23% said they have visited a Web site, 13% said they have requested more information about a product or service and 11% said they have gone to a store to check out a product.