Abstract: Methods, systems, and apparatus, including computer programs encoded on computer storage media, for mobile advertising. One of the methods includes receiving from a user of a mobile device an indication of a response of the user to a presentation of content on the mobile device. The method includes in connection with the presentation of the content or the receipt of the indication of a response of the user, receiving information from a mobile carrier about the user. The method also includes based on the response of the user and the information about the user, generating an offer to be presented to the user after the content has been presented.