The AT&T Advertising API gives web and mobile applications the ability to programmatically retrieve and insert advertisements, and to collect a revenue share based off of user engagement. Developers can use the Get Ads API parameter to fetch an advertisement to be placed within an application. When present on the screen, the user will be forwarded to a link whenever the ad is clicked. To increase conversion rates, developers can specify their app's user demographics such as age, area code, city, gender, country, etc. The API can also be used to specify the ad banner sizing, placement, and ad type (image or text). The ads are sourced from an inventory supported by Millenial Media, Jumptap, and Mojiva advertising distributors in order to deliver a balanced ad portfolio.