AdMob Mobile Metrics Report

AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in its network. This monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem.

December 2009

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AdMob Mobile Metrics Report
December 2009 New and Noteworthy
The December 2009 AdMob Mobile Metrics Report breaks down, by region, trended manufacturer share across all mobile devices, smartphone OS share, and the top handsets and smartphones in the AdMob network. Regional highlights include: • Africa: Nokia’s share remained fairly steady in 2009, generating more than 50% of requests throughout the year. In Q4, Samsung and Sony Ericsson devices generated 18% and 9% of requests, respectively. Symbian was the dominant smartphone OS generating 87 percent of smartphone requests and accounting for nine of the top 10 smartphones in Q4 2009. • Asia: Nokia continues to be the leading manufacturer in Asia by a wide margin with 53% of requests in Q4 2009. After launching in several countries in Asia in 2009, the iPhone had a strong Q4 and doubled its share of smartphone requests to 27%. • Eastern Europe: Nokia’s share decreased slightly throughout the year to 35% in Q4 2009. Apple, Sony Ericsson, and Samsung devices generated 23%, 12% and 9% of requests, respectively. Eight of the top 10 smartphones in the region were Nokia devices, including the 6300, N70, and N95. • Latin America: Several device manufacturers had significant share in Q4 2009, Apple led with 39%, Nokia had 15% and Sony Ericsson had 11% of device requests. The Sony PlayStation Portable was the number three device in December 2009. Although it only generated 8% of smartphone requests, RIM had three of the top 10 smartphones in the region. • North America: In Q4 2009, Apple lead with 40% followed by Samsung with 17% and Motorola with 11%. The iPhone generated 54% of smartphone requests in Q4 2009. Android share grew throughout the year reaching 27% in Q4 2009, by far its highest penetration in any region. • Oceania: Apple’s share increased dramatically throughout 2009 and its devices are responsible for the vast majority of requests in the region. The top 10 smartphones in Q4 2009 included the Apple iPhone, HTC Magic, HTC Hero, BlackBerry 9000 and six different Nokia models. • Western Europe: Apple made strong gains in manufacturer share in 2009. In Q4 2009 the Apple iPhone and iPod touch generated more than half of total requests from the region at the expense of Nokia, Samsung, and Sony Ericsson. Android had a strong Q4 2009 and generated 8% share of smartphone requests, second only to North America in penetration. * Visit our metrics blog at metrics.admob.com for more commentary on the Mobile Metrics Report or to sign up for future reports. AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from our network of more than 15,000 mobile Web sites and applications. AdMob share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. Please visit this blog post for more information on how to interpret the Metrics report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.

Contents
Feature Section - Worldwide Manufacturer Share by Region Feature Section - Worldwide Smartphone Operating System Share by Region Feature Section - Regional Data (7 Pages) Ad Request by Geography Worldwide: Manufacturer and Device Share United States: Manufacturer and Device Share / Operator Handset Mix India: Manufacturer and Device Share / Operator Handset Mix Indonesia: Manufacturer and Device Share / Operator Handset Mix United Kingdom: Manufacturer and Device Share / Operator Handset Mix Philippines: Manufacturer and Device Share / Operator Handset Mix South Africa: Manufacturer and Device Share / Operator Handset Mix Methodology
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2

AdMob Mobile Metrics Report
December 2009 Feature Section: Manufacturer Share by Region
This feature section compares manufacturer share by region for Q4 2009; trended data is available for each region along with top devices in page 5-11. As a reminder, AdMob share is a measure of relative mobile Web and application usage, and does not represent the number of unique devices in a given region. (1) Highlights * On a worldwide basis, Nokia lost ground to Apple throughout 2009. Nokia's share of requests in the AdMob network declined from 33% in Q4 2008 to 18% in Q4 2009. However, differences exist between regions as Nokia is still the largest device manufacturer by share of requests in Africa, Asia and Eastern Europe. * Increased worldwide availability of the iPhone and iPod touch has lead to Apple's share of requests increasing from 9% in Q4 2008 to 36% in Q4 2009. Apple is the leading manufacturer in Latin America, Western Europe, North America, and Oceania in the AdMob Network. * HTC share increased from 1% in Q4 2008 to 6% in Q4 2009 due to success of its Android devices in North America and Western Europe. * RIM, manufacturer of Blackberry devices, saw its worldwide manufacturer share remain steady in the past year at 3%.

Manufacturer Share, Regional
All Devices, Q4 2009
100%
10% 16% 5%

Manufacturer Share, Worldwide All Devices, Q409
13% 5% 4%
9% 11% 6% 6%

90% 80% 70%

3% 9%

18%

16%
3% 8%

4%
18%

11% 3%

4%
11% 6% 4% 15%

5% 5% 4%
8%

3% 12%

Other RIM Sony LG SonyEricsson
83%

Share of Requests

60% 50% 40% 30% 20% 10% 0% Africa Asia
15% 53%

9%

3% 3% 4% 6% 6%

13% 36%

Apple Nokia Samsung Motorola HTC SonyEricsson

17% 35% 68%

54% 39%
23% 40%

HTC Motorola Samsung Nokia Apple

LG
RIM

11%

18%

Other

Latin America Western Europe Eastern Europe North America

Oceania

(1) AdMob serves ads into applications on the iPhoneOS, Android and webOS platforms. Please see the final page of this report or visit metrics.admob.com for more information on our methodology. • Worldwide Share is based on the geographic distribution of requests in the AdMob Network. Please see page 12 for more information on the geographic distribution of our requests.
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3

AdMob Mobile Metrics Report
December 2009 Feature Section: Operating System Share by Region
This feature section compares smartphone Operating System share by region for Q4 2009; trended data is available for each region along with smartphones in pages 5-11. As a reminder, AdMob share is a measure of relative mobile Web and application usage, and does not represent the number of unique devices in a given region. AdMob currently serves ads into iPhone, Android, and webOS applications.(1) Highlights * Although smartphones represented only 14% of mobile devices shipped in 2009, (2) smartphones generated 39% of worldwide traffic on the AdMob network in 2009. * The iPhone OS dominated the North American, Australian and Western European markets. Over that same time period, Apple shipped an incremental 26M iPhone units. (3) The majority of iPhone requests are generated inside applications. * Symbian is the most popular operating system in Africa and Asia, and continues to have a significant market share in Eastern Europe and Latin America. In all regions other than North America and Western Europe, at least 5 of the top 10 smartphones run Symbian. * Android traffic in the AdMob network has grown dramatically over the last year in North America and Western Europe. In Q4 2008, traffic from Android devices represented only 1% of overall smartphone traffic, compared to 16% in Q4 2009.

Operating System Share, Regional
Smartphones Only, Q4 2009
100%
6% 8% 4%
3%

Operating System Share, Worldwide Smartphones Only, Q4 2009
6%

90% 80% 70%

8%

3%

3%

10% 28% 69% 43%

10% Other
27%

2% 3% 1% 6%
iPhone OS Symbian OS

Share of Requests

webOS Windows Mobile OS 92% RIM OS Android Symbian OS

60%

50%
40% 30% 20% 10% 0%

87%
78% 56% 27% 8% Africa Asia Latin America Western Europe Eastern Europe North America Oceania

16%
51%

Android RIM OS Windows Mobile OS

51%

54%

21%

webOS Other

iPhone OS

(1) (2)

AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. Although it runs the iPhone OS, the Apple iPod touch was not included in this analysis because it is not a phone. Gene Munster/Piper Jaffray Apple Research Note dated 1/6/2010.
4

Gartner 2009 Press Release: http://www.gartner.com/it/page.jsp?id=1256113

(3)

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Africa Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, Africa
All Devices, 2009
100%
9% 10% 5% 8% 16% 10% 5% 8% 14% 10% 3% 4% 3% 9%

Brand Nokia Samsung Nokia
Other
18%

Model 3110c E250 N70 6300 iPhone 6120c M620 N73 KS360 V360

% of Requests 3.8% 3.7% 3.2% 3.0% 2.4% 2.3% 1.9% 1.7% 1.6% 1.5% 25.0%

Share Chg %(1) -0.5% 0.3% -0.8% -0.1% 0.9% -0.5% 0.9% -0.1% 0.8% 0.2%

90% 80% 70% Share of Requests

5% 8% 14%

Nokia Apple Nokia Samsung Nokia LG Motorola

60%
50% 40% 30% 20% 10% 0%
60% 58% 60%

Apple Motorola LG SonyEricsson Samsung Nokia

54%

Q1,09

Q2,09

Q3,09 Q1, Q2, Q3, Q4

Q4,09

Total

Top Smartphones, December 2009 Operating System Share, Africa
Smartphone Only, 2009
100%
3%
4% 4%

Brand Nokia Nokia
8%

Model N70 6300 iPhone 6120c N73 N95 N80 N81 5800 XpressMusic 6630

% of Requests 10.8% 10.3% 8.2% 7.7% 5.8% 4.8% 3.7% 3.0% 2.6% 2.3% 59.2%

Share Chg %(1) -2.3% -0.2% 3.0% -1.4% -0.2% -0.6% -1.8% -0.5% 0.4% -0.7%

90% 80% 70% Share of Requests 60% 50%
93%
93% 93%

Apple Nokia
Other Windows Mobile OS
87%

Nokia Nokia Nokia Nokia Nokia Nokia

RIM OS iPhone OS Symbian OS

40%
30% 20% 10% 0%

Q1,09

Q2,09

Q3,09

Q4,09

Total

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share. • We received 1.6 billion requests from Africa in Q4 2009. In December 2009, smartphone traffic share was 28%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
5

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Asia Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, Asia
All Devices, 2009
100% 90% 80% 70% Share of Requests
17% 4% 15% 5% 15% 15% 18% 3% 12% 8% 18% 3% 11% 15%

Brand Apple Nokia Apple Nokia
Other Samsung SonyEricsson Apple

Model iPhone N70 iPod touch 3110c 5130 6300 N80 N73 N95 6120c

% of Requests 15.2% 3.8% 3.4% 3.0% 2.6% 2.2% 2.0% 1.9% 1.8% 1.7% 37.6%

Share Chg %(1) 8.4% -0.8% 0.8% -0.7% 1.2% -0.7% -0.6% -0.2% -0.7% -0.2%

60%
50% 40% 30% 20% 10% 0%

Nokia Nokia Nokia Nokia Nokia Nokia

62%

62%

59%

53%

Nokia

Q1,09

Q2,09

Q3,09 Q1, Q2, Q3, Q4

Q4,09

Total

Top Smartphones, December 2009 Operating System Share, Asia
Smartphone Only, 2009
100% 90% 80% 70% Share of Requests 60% 50%
91% 88% 7% 10% 14% 27%

Brand Apple Nokia Nokia Nokia
Other Windows Mobile OS RIM OS

Model iPhone N70 6300 N80 N73 N95 6120c 6600 7610 5800 XpressMusic

% of Requests 32.6% 8.1% 4.7% 4.3% 4.2% 3.9% 3.6% 2.6% 2.5% 2.3% 68.7%

Share Chg %(1) 16.8% -2.7% -1.9% -1.7% -0.9% -1.9% -0.8% -1.0% -0.2% -0.2%

Nokia Nokia Nokia Nokia Nokia Nokia

40%
30% 20% 10% 0%

83% 69%

Android iPhone OS Symbian OS

Q1,09

Q2,09

Q3,09

Q4,09

Total

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share. • We received 6.6 billion requests from Asia in Q4 2009. In December 2009, smartphone traffic share was 46%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
6

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Latin America Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, Latin America
All Devices, 2009
100% 90% 80% 70% Share of Requests
11% 4% 4% 15% 9% 11% 4% 4% 7% 8% 15% 16% 4% 4% 6% 8% 11% 15% 20%

Brand Apple Apple Sony
Other RIM LG Samsung Motorola Sony SonyEricsson Nokia Apple

Model iPod touch iPhone PSP 5530 XpressMusic N95 RAZR V3 W580i MX380 5800 XpressMusic BlackBerry 8300

% of Requests 21.8% 19.0% 9.3% 2.1% 2.0% 1.4% 1.2% 1.1% 1.0% 0.7% 59.6%

Share Chg %(1) 4.1% 7.0% 0.0% 2.0% -0.3% -0.7% -1.6% -0.6% 0.5% -0.3%

4% 4%
10% 7% 13%

Nokia Nokia Motorola SonyEricsson LG Nokia RIM

60%
50% 40% 30% 20% 10% 0%
25%
16%

17% 21%

34%

39% 28%

Q1,09

Q2,09

Q3,09 Q1, Q2, Q3, Q4

Q4,09

Total

Top Smartphones, December 2009 Operating System Share, Latin America
Smartphone Only, 2009
100% 90% 80% 70% Share of Requests
31%
29% 40% 28% 9% 9% 7% 7% 6% 8% 6% 8%

Brand Apple Nokia Nokia Nokia
Other Android Windows Mobile OS RIM OS Symbian OS

Model iPhone 5530 XpressMusic N95 5800 XpressMusic BlackBerry 8300 BlackBerry 8100 E71 BlackBerry 8520 E63 CLIQ

% of Requests 55.0% 6.1% 5.7% 3.0% 2.0% 1.5% 1.5% 1.4% 1.3% 1.1% 78.6%

Share Chg %(1) 8.5% 5.6% -3.1% 1.0% -1.9% -1.5% -0.4% 1.3% 0.6% 1.1%

60% 50%

RIM RIM Nokia RIM Nokia Motorola

40%
30%
50% 56% 44% 56%

iPhone OS

20% 10% 0%

Q1,09

Q2,09

Q3,09

Q4,09

Total

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share. • We received 1.2 billion requests from Latin America in Q4 2009. In December 2009, smartphone traffic share was 34%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
7

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Western Europe Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, Western Europe
All Devices, 2009
100% 90% 80% 70% Share of Requests
12% 3% 14% 9% 15% 21%

Brand Apple

Model iPhone iPod touch Hero Magic PSP Dream N95 5800 XpressMusic GT S5230 Pre

% of Requests 53.8% 17.4% 2.2% 1.4% 1.2% 1.2% 1.0% 0.8% 0.7% 0.6% 80.2%

Share Chg %(1) 12.9% 2.7% 1.2% -0.5% -2.7% -0.6% -1.5% -0.5% 0.1% 0.6%

12%
3% 3% 10% 6%

12% 3% 3% 7% 6% 4% 14%

8% 5% 4% 5% 8%

Apple HTC
Other Sony LG SonyEricsson Samsung

HTC Sony HTC Nokia Nokia Samsung Palm

60%
50% 40% 30% 20% 10% 0%
39%

68% 52% 55%

HTC Nokia Apple

Q1,09

Q2,09

Q3,09 Q1, Q2, Q3, Q4

Q4,09

Total

Top Smartphones, December 2009 Operating System Share, Western Europe
Smartphone Only, 2009
100% 90% 80%
36% 23% 10% 19% 6% 8%

Brand Apple HTC HTC HTC
Other Windows Mobile OS webOS RIM OS

Model iPhone Hero Magic Dream N95 5800 XpressMusic Pre Galaxy BlackBerry 9000 N97

% of Requests 79.5% 3.2% 2.0% 1.8% 1.5% 1.2% 0.9% 0.6% 0.5% 0.4% 91.5%

Share Chg %(1) 10.0% 1.5% -1.1% -1.3% -2.8% -1.0% 0.9% 0.4% -0.3% -0.3%

70% Share of Requests 60% 50%

Nokia Nokia Palm Samsung RIM Nokia

40%
30% 20% 10% 0%
69% 57% 70%

78%

Symbian OS Android iPhone OS

Q1

Q2

Q3

Q4

Total

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share. • We received 3.7 billion requests from Western Europe in Q4 2009. In December 2009, smartphone traffic share was 66%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
8

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Eastern Europe Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, Eastern Europe
All Devices, 2009
100% 90% 80% 70% Share of Requests
13% 3% 9% 17% 14% 3% 9% 15% 15% 3% 10% 14% 16% 3% 9% 12%

Brand Apple Nokia Apple
Other HTC LG Samsung SonyEricsson Apple

Model iPhone 6300 iPod touch N70 N95 N73 N80 3110c E51 K800i

% of Requests 21.5% 2.8% 2.4% 1.8% 1.7% 1.6% 1.2% 1.1% 1.1% 1.1% 36.2%

Share Chg %(1) 3.4% -0.2% 0.5% -0.2% -0.1% -0.2% -0.2% -0.1% -0.1% -0.2%

Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson

60%
50% 40% 30% 20% 10% 0%
44% 41% 14% 17%

18%

23%

39%

35%

Nokia

Q1,09

Q2,09

Q3,09 Q1, Q2, Q3, Q4

Q4,09

Total

Top Smartphones, December 2009 Operating System Share, Eastern Europe
Smartphone Only, 2009
100% 90% 80% 70% Share of Requests 60% 50%
60% 55% 52% 43% 4%

Brand Apple Nokia Nokia Nokia
Other Windows Mobile OS Android Symbian OS iPhone OS

Model iPhone 6300 N70 N95 N73 N80 E51 5800 XpressMusic 6120c Hero

% of Requests 50.1% 6.5% 4.1% 4.0% 3.7% 2.7% 2.6% 2.0% 2.0% 1.5% 79.0%

Share Chg %(1) 3.2% -1.1% -1.0% -0.6% -0.8% -0.8% -0.4% 0.4% -0.2% 1.0%

Nokia Nokia Nokia Nokia Nokia HTC

40%
30% 20% 10% 0%
37% 42% 44% 51%

Q1,09

Q2,09

Q3,09

Q4,09

Total

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share. • We received 661 million requests from Eastern Europe in Q4 2009. In December 2009, smartphone traffic share was 40%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
9

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North America Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, North America
All Devices, 2009
100%
10% 7% 3% 3% 4% 5% 3% 12% 17% 20% 16% 10% 3% 3% 4% 5% 5% 5% 11% 18% 7% 3% 4% 5% 9% 11% 17%

Brand Apple Apple
Other Huawei Nokia Palm Kyocera LG RIM HTC

Model iPhone iPod touch Droid Dream R450 Hero BlackBerry 8300 CLIQ Magic Pre

% of Requests 23.3% 15.8% 5.4% 4.0% 3.0% 2.0% 1.8% 1.6% 1.6% 1.4% 59.8%

Share Chg %(1) 4.1% 5.4% 5.4% -1.3% -2.1% 2.0% -0.8% 1.6% 0.3% -2.6%

90% 80% 70% Share of Requests

3% 4% 6% 7% 3%

Motorola HTC Samsung HTC RIM Motorola HTC Palm Total

60%
50% 40% 30% 20%
30% 42%

34%

40%

Motorola Samsung Apple

10% 0%

Q1,09

Q2,09

Q1, Q2, Q3, Q4 Q3,09

Q4,09

Top Smartphones, December 2009 Operating System Share, North America
Smartphone Only, 2009
100% 90% 80% 70% Share of Requests 60% 50%
4% 7% 3% 12% 3% 7% 14% 13% 20% 8% 14% 27% 3% 6% 6% 3% 3% 10%

Brand Apple Motorola HTC
Other
Palm OS Hiptop OS Windows Mobile OS webOS RIM OS

Model iPhone Droid Dream Hero BlackBerry 8300 CLIQ Magic Pre Droid Eris Moment

% of Requests 48.5% 11.3% 8.3% 4.2% 3.7% 3.4% 3.2% 2.9% 2.2% 1.1% 88.8%

Share Chg %(1) -0.3% 11.3% -5.2% 4.2% -2.7% 3.3% -0.1% -7.2% 2.2% 1.1%

HTC RIM Motorola HTC Palm HTC Samsung

40%
30%
51% 65% 54% 54%

Android iPhone OS

20% 10% 0%

Q1,09

Q2,09

Q3,09

Q4,09

Total

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share. • We received 16.4 billion requests from North America in Q4 2009. In December 2009, smartphone traffic share was 46%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
10

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Oceania Handset Data - 2009
Top Devices, December 2009 Handset Manufacturer Share, Oceania
All Devices, 2009
100% 90% 80% 70% Share of Requests
16% 8% 7% 11% 13% 5% 4% 8% 10% 4% 3% 5% 12% 6% 6%

Brand Apple Apple Nokia Sony
Other LG SonyEricsson
83%

Model iPhone iPod touch N95 PSP 6300 6120c E71 Magic T6 KS360

% of Requests 64.1% 21.1% 0.7% 0.5% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% 88.5%

Share Chg %(1) 10.6% 1.2% -0.7% -0.2% -0.4% -0.1% -0.3% -0.1% -0.2% -0.9%

60%
50% 40% 30% 20% 10% 0%
38% 22%

18%

Nokia Nokia Nokia HTC ZTE LG

Samsung Nokia Apple

67% 52%

Q1,09

Q2,09

Q3,09 Q1, Q2, Q3, Q4

Q4,09

Total

Top Smartphones, December 2009 Operating System Share, Oceania
Smartphone Only, 2009
100%
6%

Brand Apple Nokia Nokia Nokia
Other Windows Mobile OS RIM OS Android Symbian OS iPhone OS

Model iPhone N95 6300 6120c E71 Magic Hero E63 BlackBerry 9000 N97

% of Requests 92.3% 0.9% 0.6% 0.6% 0.5% 0.5% 0.4% 0.4% 0.3% 0.3% 96.8%

Share Chg %(1) 5.6% -1.2% -0.7% -0.2% -0.6% -0.2% 0.3% -0.1% -0.2% 0.0%

90% 80% 70% Share of Requests 60% 50%
27% 37%

15%

Nokia HTC HTC Nokia RIM Nokia

92% 82% 70% 58%

40%
30% 20% 10% 0%

Q1,09

Q2,09

Q3,09

Q4,09

Total

Notes
• Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean. • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 520 million requests from Oceania in Q4 2009. In December 2009, smartphone traffic share was 69%. Please see page 26 for our definition of a smartphone.
(1)

Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
11

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Ad Requests by Geography - December 2009
Requests:
Country United States India Indonesia United Kingdom Canada South Africa France Mexico Australia Germany Other Countries (1) (2) Total Region North America Asia Western Europe Africa Latin America Eastern Europe Oceania(3) Other (2) Total

11,492,970,435
Requests 5,545,002,921 627,319,269 485,976,668 446,677,144 332,531,128 264,572,444 253,889,139 219,269,837 188,077,237 175,692,271 2,953,962,377 11,492,970,435 Requests 5,877,856,788 2,444,090,287 1,345,709,456 645,597,427 478,844,468 235,684,884 206,953,293 258,233,832 11,492,970,435 % of Requests 48.2% 5.5% 4.2% 3.9% 2.9% 2.3% 2.2% 1.9% 1.6% 1.5% 25.7% 100.0% % of Requests 51.1% 21.3% 11.7% 5.6% 4.2% 2.1% 1.8% 2.2% 100.0% % Share Change -3.8% 1.7% -0.4% 1.0% 1.2% -0.2% 0.2% % Share Change -4.5% 0.3%
Traffic Relative to Oct 2008 Traffic Relative toDec

Dec 2008 Regions Monthly Growth in Traffic Since Oct 2008 -- Regions
3.0 5.0 4.5 2.5 4.0 3.5 2.0 3.0 2.5
North Africa America Asia Western Europe Eastern Europe Africa Latin America Latin America North America

0.2% -0.4% 0.7% 0.2% -0.2% 0.7% 0.1% 0.0%

1.5 2.0 1.5
1.0

Eastern Europe Australia & Oceania
Australia & Oceania Western Europe

Dec Nov Dec Mar Feb May April May June June Aug Sept Dec Oct Jan Feb Jan Apr Mar Jun Jul Aug Sep Oct Nov Oct

Notes
• Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 60 countries having more than 10 million requests.
(2) (3)

Other includes unclassified requests where the country of origin could not be determined. Targeted ads were not shown to these requests. Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean.

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12

Worldwide Handset Data - December 2009
Requests:
Top Device Mfrs Apple Nokia Samsung Motorola HTC SonyEricsson LG RIM Kyocera Sony Palm Other

11,492,970,435
% of Requests 36.3% 17.6% 11.2% 7.5% 5.5% 4.2% 2.8% 2.6% 1.3% 1.1% 1.0% 9.1% Share Chg % -2.0% 1.3% 0.1% 0.9% -0.3% 0.1% -0.2% -0.5% -0.1% 0.5% 0.1% Top Handset Models Apple Apple Motorola HTC Samsung HTC Nokia HTC RIM Sony Nokia Motorola Palm Nokia Motorola Nokia Nokia Kyocera Nokia Nokia Total iPhone iPod touch Droid Dream R450 Hero N70 Magic BlackBerry 8300 PSP 3110c CLIQ Pre 6300 RAZR V3 N95 5130 S1300 N73 N80 % of Requests 24.1% 12.2% 2.7% 2.2% 1.5% 1.4% 1.1% 1.0% 1.0% 1.0% 1.0% 0.9% 0.8% 0.8% 0.8% 0.7% 0.7% 0.7% 0.6% 0.6% 55.6% Share Chg % -2.7% 0.6% 1.0% -0.7% -0.3% 0.0% 0.0% 0.0% -0.3% 0.4% 0.1% 0.4% 0.2% 0.1% -0.2% 0.0% 0.1% -0.2% 0.0% 0.0%
Note: Above share % refers only to requests from Smartphones
20% 19% 51% 20% 8%

Smartphone Traffic - Worldwide Smartphone Traffic Share
WW Smartphone Requests by Mfr: Dec 09
2% 1% 2%

46.8%

5%

Apple Nokia HTC Motorola

11% 51%

RIM
Palm Samsung Other

WW Smartphone Requests by OS: Dec 09
2% 2% 1% 5%
iPhone OS Symbian OS Android RIM OS Windows Mobile OS webOS Other

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 66.8% 74.6% 75.1% 46.9% Share % 12.5% 12.0% 17.8% 57.7%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Motorola CLIQ. • The share change percentage for the HTC Hero and HTC Magic refect updated handset classifcation.
(1)

Includes unclassified impressions and other manufacturers with < 2% share.

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13

United States Handset Data - December 2009
Requests:
Top Device Mfrs Apple Samsung Motorola HTC RIM LG Kyocera Palm Nokia Huawei Other (1)

5,545,002,921
% of Requests 36.5% 17.4% 14.2% 9.6% 4.2% 3.8% 2.8% 1.9% 1.7% 1.4% 6.6% Share Chg % -5.0% 1.3% 2.9% 0.3% -0.6% -0.2% 0.1% 0.2% 0.0% 0.8% 0.2% Top Handset Models Apple Apple Motorola HTC Samsung HTC RIM Motorola HTC Kyocera Palm Motorola HTC Samsung Samsung Huawei Samsung Samsung Samsung Motorola Total iPhone iPod touch Droid Dream R450 Hero BlackBerry 8300 CLIQ Magic S1300 Pre RAZR V3 Droid Eris R350 R560 M750 R430 R420 U350 QA30 % of Requests 22.6% 13.9% 5.7% 4.2% 3.2% 2.1% 1.9% 1.7% 1.6% 1.5% 1.4% 1.3% 1.1% 1.1% 1.1% 1.1% 1.1% 0.8% 0.8% 0.7% 68.9% Share Chg % -4.5% -0.5% 2.4% -0.8% -0.3% 0.1%
15% 9% 47%

Smartphone Traffic - US Smartphone Traffic Share
US Smartphone Requests by Mfr: Dec 09
2% 3% 4%
Apple HTC Motorola RIM Palm Samsung Other

46.3%

-0.4% 0.8% 0.3% -0.2% 0.3% -0.3% 0.8% 1.1% 0.1% 0.7% -0.1% 0.0% 0.3% 0.1%
36% 9% 46% 20%

US Smartphone Requests by OS: Dec 09
3% 3% 1% 2%

iPhone OS Android RIM OS webOS Windows Mobile OS Hiptop OS Other

Note: Above share % refers only to requests from Smartphones

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 46.4% 66.9% 59.9% 43.3% Share % 12.5% 10.1% 13.1% 64.3%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: HTC Droid Eris, Samsung R350, Huawei M750 and Samsung U350. • The share change percentage for the HTC Hero and HTC Magic refect updated handset classifcation.
(1)

Includes unclassified impressions and other manufacturers with < 1% share.

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14

United States Handset Data
December 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - US
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

Other Huawei Nokia Palm Kyocera LG RIM HTC Motorola Samsung Apple

0%

AT&T Wireless
Notes

Metro PCS

Sprint PCS USA

T Mobile USA

Verizon Wireless USA

• Other includes all manufacturers with less than 2.0% share.

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15

India Handset Data - December 2009
Requests:
Top Device Mfrs Nokia SonyEricsson Samsung Apple Motorola Other (1)

627,319,269
% of Requests 59.8% 9.7% 6.5% 1.8% 1.1% 21.0% Share Chg % -1.4% -0.6% 0.5% 0.2% -0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Apple Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia Total 3110c 5130 N70 7210 6300 N80 N73 6233 N2700 Classic 2626 N72 iPhone 6600 W200i 5310 7610 3500 Classic 5300 5800 XpressMusic 6303 Classic % of Requests 6.4% 5.8% 4.2% 3.5% 2.6% 2.5% 2.5% 2.2% 2.1% 1.8% 1.6% 1.5% 1.4% 1.2% 1.1% 1.0% 1.0% 1.0% 0.9% 0.9% 44.9% Share Chg % -0.4% 0.4% -0.3% 0.0% -0.1% -0.1% -0.3% -0.3% 0.5% -0.1% -0.1% 0.2% -0.1% -0.1% 0.0% 0.0% 0.0% -0.1% 0.1% 0.3%
Note: Above share % refers only to requests from Smartphones
91% 90%

Smartphone Traffic - India Smartphone Traffic Share
Smartphone Requests by Mfr: India
1% 1% 3% 5%
Nokia Apple HTC Motorola Other

28.1%

Smartphone Requests by OS: India
2% 5% 1% 1%

Symbian OS iPhone OS Windows Mobile OS Linux Smartphone OS Other

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 74.7% 72.4% 86.5% 82.3% Share % 21.9% 21.7% 36.0% 20.4%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia 5800 XpressMusic and Nokia 6303 Classic.
(1)

Includes unclassified impressions and other manufacturers with < 1% share.

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16

India Handset Data
December 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - India
100% 90% 80% 70% 60% 50% 40% 30%

Motorola Apple Samsung SonyEricsson Nokia

20%
10% 0%

Tata Indicom India
Notes • Other includes all manufacturers with less than 1% share. • The chart above reflects November 2009 data.

Vodafone India

Idea Cellular India

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17

Indonesia Handset Data - December 2009
Requests:
Top Device Mfrs Nokia SonyEricsson Samsung Nexian Apple RIM Other
(1)

485,976,668
% of Requests 57.4% 24.2% 1.9% 1.3% 1.1% 1.0% 12.9% Share Chg % -1.1% -1.0% 0.1% 0.3% 0.0% 0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson SonyEricsson Nokia Nokia SonyEricsson Total N70 6600 5130 6300 E63 7610 3110c W200i 2600c N73 2630 3230 6120c E71 5300 K310i K510 5200 2626 K530i % of Requests 4.2% 2.8% 2.8% 2.5% 2.4% 2.4% 2.3% 2.2% 2.0% 1.9% 1.8% 1.6% 1.6% 1.6% 1.5% 1.4% 1.2% 1.1% 1.1% 1.1% 39.3% Share Chg % -0.1% -0.2% -0.1% 0.0% 0.2% -0.1% 0.0% -0.1% 0.0% -0.1% 0.0% -0.1% -0.1% 0.0% 0.0% -0.1% -0.1% 0.0% -0.1% -0.1%
Note: Above share % refers only to requests from Smartphones
92%
Symbian OS RIM OS iPhone OS Windows Mobile OS Other Nokia RIM SonyEricsson Apple Other

Smartphone Traffic - Indonesia Smartphone Traffic Share
Smartphone Requests by Mfr: Indonesia
3% 2% 3%3%

33.1%

89%

Smartphone Requests by OS: Indonesia
2% <1% 3% 3%

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 86.2% 77.1% 84.8% 89.3% Share % 27.4% 30.1% 28.3% 14.3%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • No new models in Top 20.
(1)

Includes unclassified impressions and other manufacturers with < 1% share.

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18

Indonesia Handset Data
December 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - Indonesia
100% 90% 80% 70% 60% 50% 40% 30% 20%

Other RIM Apple Nexian Samsung SonyEricsson Nokia

10%
0%

Excelcomindo (XL) Indonesia

Satelindo (Indosat) Indonesia

Telkomsel Indonesia

Natrindo Indonesia

Notes • Other includes all manufacturers with less than 1% share.

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19

United Kingdom Handset Data - December 2009
Requests:
Top Device Mfrs Apple HTC Nokia SonyEricsson Samsung RIM LG Other
(1)

446,677,144
% of Requests 71.5% 5.9% 5.7% 4.6% 2.9% 2.2% 1.2% 6.1% Share Chg % 7.1% -0.3% -0.9% -2.1% -1.3% -0.1% -0.7% Top Handset Models Apple Apple HTC HTC Nokia HTC Nokia Palm RIM RIM Samsung SonyEricsson Motorola LG Nokia Nokia RIM SonyEricsson Nokia SonyEricsson Total iPhone iPod touch Hero Dream N95 Magic 5800 XpressMusic Pre BlackBerry 9000 BlackBerry 8900 GT S5230 K800i CLIQ KP500 N97 6300 BlackBerry 8520 W910i E71 W995 % of Requests 46.8% 24.6% 2.8% 2.1% 0.8% 0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.5% 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 83.8% Share Chg % -0.6% 7.8% 0.3% -0.6% -0.3% -0.1% -0.2% 0.3% 0.0% 0.0% -0.1% -0.2% 0.1% -0.2% -0.1% -0.1% 0.1% -0.2% 0.0% -0.1%
Note: Above share % refers only to requests from Smartphones
78% 10% 78% 10% 6%
Apple HTC Nokia RIM

Smartphone Traffic - UK Smartphone Traffic Share
Smartphone Requests by Mfr: UK
1% 2% 3%

59.8%

Palm Other

Smartphone Requests by OS: UK
<1% 7% <1% 4%
iPhone OS Android Symbian OS RIM OS

webOS
Other

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 82.1% 93.1% 93.2% 20.4% Share % 1.9% 2.0% 10.0% 86.1%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Palm Pre, Motorola CLIQ, RIM BlackBerry 8520 and Nokia E71. • The share change percentage for the HTC Hero and HTC Magic refect updated handset classifcation.
(1)

Includes unclassified impressions and other manufacturers with < 1% share.

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20

United Kingdom Handset Data
December 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - United Kingdom
100%
90% 80% 70% 60% 50% 40% 30% 20%

Other LG RIM Samsung SonyEricsson Nokia HTC Apple

10%
0%

Three UK

O2 UK

T-Mobile UK

Orange UK

Vodafone UK

Jersey Telecom GB

Notes • Other includes all manufacturers with less than 1% share.

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21

Philippines Handset Data - December 2009
Requests:
Top Device Mfrs Nokia SonyEricsson Apple Samsung Other (1)

160,553,714
% of Requests 64.8% 7.1% 5.9% 3.2% 19.1% Share Chg % 2.4% -0.5% -1.2% 0.0% Top Handset Models Nokia Nokia Apple Apple Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Total N70 6630 iPod touch iPhone 6680 6120c 3110c N73 6300 6600 2600c N80 N95 2630 6070 6020 7210 5800 XpressMusic 5130 1680c % of Requests 9.2% 5.0% 3.0% 3.0% 2.8% 2.8% 2.6% 2.2% 2.1% 2.0% 1.7% 1.7% 1.7% 1.2% 1.2% 1.2% 1.2% 1.1% 1.1% 1.1% 47.6% Share Chg % 0.5% 1.6% -0.5% -0.7% 0.7% -0.4% 0.1% -0.1% -0.2% 0.6% -0.1% 0.2% -0.4% -0.1% 0.0% 0.3% -0.3% -0.1% -0.1% 0.0%
Note: Above share % refers only to requests from Smartphones
92%
Symbian OS
iPhone OS Windows Mobile OS Other

Smartphone Traffic - Philippines Smartphone Traffic Share
Smartphone Requests by Mfr: Philippines
2% 2% 6%
Nokia Apple Opera SonyEricsson Other

44.0%

2%

88%

Smartphone Requests by OS: Philippines
1% 1% 6%

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 83.2% 74.5% 91.3% 78.9% Share % 20.3% 28.3% 28.0% 23.5%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia 6020.
(1)

Includes unclassified impressions and other manufacturers with < 1% share.

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22

Philippines Handset Data
December 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - Philippines
100% 90% 80% 70% 60% 50%

40%
30% 20% 10% 0%

Other Samsung Apple SonyEricsson Nokia

Globe Telecom Philippines

Smart Communications Philippines

Notes • Other includes all manufacturers with less than 1% share. • The chart above reflects November 2009 data.

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23

South Africa Handset Data - December 2009
Requests:
Top Device Mfrs Samsung Nokia SonyEricsson LG Motorola RIM Apple Other
(1)

264,572,444
% of Requests 36.2% 34.9% 8.0% 7.7% 5.5% 1.7% 1.3% 4.8% Share Chg % 1.9% -1.1% -0.7% 0.4% -0.5% 0.4% -0.2% Top Handset Models Samsung Samsung LG Motorola Nokia Samsung Samsung Samsung LG SonyEricsson Samsung Nokia Samsung Samsung Nokia Nokia Apple Nokia Nokia Samsung Total E250 M620 KS360 V360 N70 J700 J750 E250i KG290 W350i GT-S5233A 2630 E370 D900i 5000d 6300 iPhone N73 1680c B100 % of Requests 6.5% 4.1% 3.6% 3.4% 3.0% 2.6% 2.5% 2.0% 1.9% 1.7% 1.6% 1.5% 1.5% 1.3% 1.3% 1.3% 1.2% 1.2% 1.2% 1.1% 44.4% Share Chg % -0.2% 0.4% 0.2% -0.4% -0.3% -0.1% 0.1% 0.6% 0.0% 0.0% 0.5% 0.0% 0.0% -0.2% -0.1% -0.1% -0.2% 0.0% 0.1% 0.0%
Note: Above share % refers only to requests from Smartphones
81% 8% 6% 79% 8%

Smartphone Traffic - South Africa Smartphone Traffic Share
2% 1% 1%

21.7%

Smartphone Requests by Mfr: South Africa
3% 6%
Nokia RIM Apple

Samsung
HTC SonyEricsson Other

Smartphone Requests by OS: South Africa
1% 4% <1%

Symbian OS

RIM OS
iPhone OS Windows Mobile OS Android Other

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 71.7% 68.5% 88.1% 95.5% Share % 38.9% 17.9% 34.3% 8.9%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New model in Top 20: Nokia 2630.
(1)

Includes unclassified impressions and other manufacturers with < 1% share.

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24

South Africa Handset Data
December 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - South Africa
100% 90%
80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Apple RIM Motorola LG SonyEricsson Nokia Samsung

MTN South Africa

Vodacom South Africa

Notes • Other includes all manufacturers with less than 1% share.

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25

AdMob Mobile Metrics Report
December 2009 About AdMob
AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 15,000 mobile sites and applications. AdMob has served more than 100 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device, and operator targeting for advertisers.

About AdMob Mobile Metrics
AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests from more than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community.

Methodology
For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using open source tools and a variety of proprietary techniques. The result is a snapshot of the devices viewing the more than 10 billion monthly ad requests and impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and more. AdMob also serves mobile ads into iPhone and Android applications. The traffic from these applications is included in the Metrics report. There is no standard industry definition of a smartphone. AdMob's defintion is based on Wikipedia: "A smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developers" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies a phone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running the iPhone OS, the iPod touch is not a phone, and thus not considered a smartphone based on this definition.

Limits of this Data
Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile Web as a whole or of any particular countrymarket. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than 15,000 sites and applications, we feel the data will be useful and may help inform business decision making. Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as "unclassified" and does not serve targeted ads to these requests. Please visit thie blog post for more details on interpreting this report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/

Questions
Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports.

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26

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