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Sprint Nextel Offers Behavorial Targeting On Mobiles

  • Ad Age, Wednesday, November 22, 2006 11:45 AM
The nation's wireless-service providers are getting ready to roll out a new targeting tool for marketers that will identify consumers not only by demographics but behavior.

The Navy, AOL and Major League Baseball are among a dozen or so marketers who will experiment with Sprint Nextel's offer of ad placement on its "deck"--the landing page for customers accessing the Internet from cellphones. The deck lists Web sites that users can click to. Mobile carriers had balked at opening up their decks to marketing messages, but with fierce competition driving down carriers' revenue, carriers are looking to advertising to provide a new income stream. The idea is to lure marketers with a more targeted buy than is offered by competing off-deck content.

Sprint Nextel and other carriers that have not officially announced the opening of their decks to advertising say they will follow strict government regulations that prevent revealing information about individual consumers.

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