The invention discloses a mobile terminal advertisement invoking method and a system. The method comprises that: a client terminal acquires a device unique identification code, screen dimension, advertisement environment parameters and advertisement request contents of a current mobile terminal; data conversion is performed on at least one of the device unique identification code, the screen dimension, the advertisement environment parameters and the advertisement request contents, and the converted data are stored in one request data packet in a byte stream mode; the request data packet is transmitted to a server; after the server receives the request data packet, the device unique identification code, the screen dimension, the advertisement environment parameters and the advertisement request contents are parsed from the request data packet; and corresponding advertisement information or error information are inquired and acquired according to the device unique identification code, the screen dimension, the advertisement environment parameters and the advertisement request contents and then encoded and transmitted to the client terminal. Compared with conventional data packet transmission in a character string format, a lot of resource flow is saved and security is great.