Patent ID: 8660896

Claim:
A system comprising: memory to store a plurality of carrier listings, each respective carrier listing of the plurality of carrier listings being provided by a respective advertiser having an account on the system, each respective carrier listing including data identifying a mobile carrier network of a plurality of mobile carrier networks on which the respective carrier listing may be served to a user, each mobile carrier network of the plurality of mobile carrier networks providing data communication with a web browser of mobile devices in wireless communication with a data processing device of the each mobile carrier network, and a keyword to be matched with a search request received from a web browser of a mobile device in wireless communication with the identified mobile carrier network, so that a respective mobile advertising marketplace is established for each respective mobile network operator; an interface operative to communicate with respective mobile carrier networks of the plurality of mobile carrier networks including respective mobile devices in wireless communication with the respective mobile carrier networks; a processor in data communication with the memory and the interface, the processor operative to receive through the interface a keyword search request; identify a source of the received search request; if the received search request originated from a source other than a mobile device, process the received search request as a world wide web-originated request; if the received search request originated from a browser of an originating mobile device, identify a mobile carrier network of the plurality of mobile carrier networks with which the originating mobile device is in wireless communication and identify a mobile advertising marketplace established for the identified mobile carrier network; using the identity of the identified mobile carrier network and identity of the mobile advertising marketplace, select one or more carrier listings which include data identifying the identified mobile carrier network; and serve the selected one or more carrier listings to the identified mobile carrier network for communication to the web browser of the originating mobile device.