Abstract: Embodiments of the present invention enable targeted mobile payload (such as advertisement) delivery to mobile users, optimized for user experience, wireless access network characteristics and performance and advertising/marketing impact. Embodiments leverage subscriber situational insights, provided either by the wireless network or external providers, to associate with a request for advertisement (taking place while end user accesses content) a segment description and/or attributes that describe the end user. Accordingly, the advertisement industry standard (or advertiser, content-provider defined) audience to which the end user belongs can be determined in real-time, and a targeted advertisement can be delivered to the mobile end user. As such, content publisher inventory (i.e., advertisement space) can be purchased by advertisers based on audience.