With tablet ownership on the rise and with more users willing to make purchases on-the-go, advertisers are finding value in placing ads on these mobile devices. Apple’s iPad uses iAds to target users with based on certain demographics. Amazon’s Kindle Fire recently announced their plan to sell ads on their tablets, but it may take some time to convince brands if it’s worth utilizing.

Marketers need to be strategic in deciding with platform will offer the most reach to consumers. Here’s a brief guide on tablet advertising written by TPG’s Charles Obasiolu.