A system for selecting among a plurality of advertising content from a first and second mobile content inventory for presentation of the advertising content on a mobile communication facility includes (a) receiving at a server a request for an advertisement associated with a user-action initiated at the mobile communication facility operated by a user; (b) searching the first and second mobile content inventory for a first and second advertisement, respectively, that corresponds to the request for an advertisement; (c) determining that the first advertisement is more relevant for presentation to the mobile communication facility than the second advertisement, wherein the determination is based at least on a respective yield optimization of the first and second advertisements; (d) determining that the yield associated with the first advertisement is greater than the yield associated with the second advertisement; (e) and transmitting the first advertisement instead of the second advertisement.