60 per cent of targeted ad impressions on mobile were delivered to the correct audience during Q2 2016, according to a report from Nielsen.

The accuracy of mobile ad targeting is on the rise – in Q1 2015, 49 per cent were delivered on-target.

This improvement puts the channel neck-and-neck with desktop, also averaging 60 per cent, but mobile fared consistently better when it came to targeting more narrow groups.

When targeting 16-30 year olds, for example, 61 per cent of mobile ads were delivered on-target, beating desktop's 50 per cent. When gender is added to the targeting mix, mobile achieved 48 per cent compared to just 35 per cent on desktop.

Perhaps unsurprisingly, the study also showed that publisher targeting is more accurate than ad networks and platforms. When targeting 18-34 year olds, publisher delivered an on-target rate of 62 per cent compared to 42 per cent for ad networks.