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Not only for advertisers, this is good news for users.

Sometimes you get ads from  mobile service providers to download inane ringtones, pictures, videos....
There are instant charges on your phone account the moment one of these things gets clicked and the download begins. 

It's happened to me a few times.
I stopped all that after rooting my android and managing permissions for apps that showed a lot of these ads. But that's not something everyone can do.

This feature of Google ads on mobile will be a boon for a lot of smartphone users as well.
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