More and more advertisements have been pushed into mobile devices by advertising providers. Advertisers, not the consumers, decide and control the content and delivery time of the advertisements. This one-way push-based architecture doesn’t truly meet consumers’ demands and can quickly develop resistance from consumers. In this paper, we propose new clientserver based architecture to provide proactive mobile advertisements in mobile devices. With the proposed solution, application developers can seamlessly integrate advertisements into their applications, based on users’ behavior and preferences. Users will not be interrupted by the pushed advertisement and can stay more focused with their main tasks. We will present our detailed design, implementation, and evaluation of this proactive solution.