Abstract: Real-time mobile advertising marketplace for messaging advertisement campaigns. Publishers may showcase their mobile inventory in one ad marketplace location to maximize their use of inventory and enable competitive pricing for advertisers. Advertisers are provided an interface to Ad Marketplace for viewing available inventory, pricing, and demographic reach. Once various selections are made and the advertising is transmitted to a publisher in real-time for viewing and approval. Publishers may also define new inventory, review pending inventory buys, and/or accept or reject advertising requests. Once approved, the advertisements may be queued for serving into scheduled campaigns for various mobile devices using, for example ad insertion and ad requestor mechanisms. As the advertisement campaigns are running, advertisers and/or publishers can both view real-time performances metrics, such as impressions served, response rates, and/or revenue earned.