A system and method for targeted delivery of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by way of a competitive bid auction process includes (a) receiving a mobile subscriber characteristic from a carrier; (b) presenting to the first and second sponsor data corresponding to (1) the mobile subscriber characteristic and (2) the first type and the second type of cellular phone; (c) receiving from each sponsor advertising associated with the mobile subscriber characteristic, wherein each advertising has a different rendering capability associated therewith; (d) attributing a priority to the delivery of the advertising based upon a resultant yield determination; and (e) transmitting the appropriate advertising to the types of cellular phones having the corresponding rendering capabilities of the advertising.