Samsung is improving its lead in terms of the number of smartphones sold, but Apple remains well ahead in terms of ad impressions on Adfonic's network, Adfonic says. Apple has 37% of impressions on the network, compared with 24% for Samsung in the third quarter. "It is significant that, even though Samsung is making huge inroads in device ownership and gaining mobile advertising share, it is still losing ground to Apple. And these results don't take into account the impact of new Apple devices such as the iPhone 5, the iPad Mini and the new iPad, which will be felt during Q4," said Victor Malachard, Adfonic's CEO.

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