Embodiments of a distributed ad-selection system and method for distributed ad selection are generally described herein. In some embodiments, an applications service provider sends a query to an advertising service provider for ads. The query includes ad-selection criteria and an indication to indicate whether broadening of the criteria is permitted. The ads are received and cached by the application service provider including associated relevancy information. Cached ads are selected by the applications service provider for distribution to mobile devices based on the relevancy information and based on applications operating on the mobile devices that are being serviced by the applications service provider.