Patent ID: 7904062

Claim:
A mobile device that is operative to manage a view of an advertisement on a mobile device, comprising: a memory component for storing data; and a processing component configured to execute data that enables actions, including: determining a display capability of the mobile device; selecting, based on the determined display capability, a view mechanism from a plurality of view mechanisms for displaying a scrollable list of a plurality of non-advertisement items that further includes the advertisement within the scrollable list, wherein a selectable first viewing mechanism allows a user to scroll the list of the plurality of non-advertisement items including the advertisement in a first direction until the advertisement disappears from within the display based on scrolling, and if the advertisement disappears from within the display due to the scrolling, deleting the advertisement from the scrollable list of the plurality of non-advertisement items such that scrolling the list of the plurality of non-advertisement items in a reverse direction shows the list of the plurality of non-advertisement items without the deleted advertisement; and employing the selected view mechanism to enable the advertisement to scroll within the display.