• by June 21, 2002

Wireless Advertising—Advertising messages transmitted to wireless devices (e.g. pagers, cellular phones and smart devices, such as Palm Pilots) through WEP Protocol or in SMS Text format.

SMS Text—Short Message Service Text. It contains text only, similar to an email message, usually 5 to 8 words in length. This message is sent directly to a consumer through a wireless device.

WEP Protocol—Wired Equivalent Privacy Protocol. Rules determining the format and transmission of encrypted data that enable users to access the Internet through wireless devices and receive both text and graphic ads, which can be measured as any other web advertisements.

WAP—Wired Application. An open, global specification that empowers mobile users with wireless devices to instantly access and interact with information and services. WAP is designed to work with most wireless networks and can be built on any operating system.

HitBox Wireless—www.hitboxwireless.com. A service that converges wireless devices and web tracking. This service allows tracking and monitoring of web surfers who access websites through wireless-enabled smart devices and web-enabled cellular phones.

The Wireless Advertising Association—(WAA) www.iab.net. Membership consists of companies in the wireless arena aiming to foster the rapid growth of the wireless Internet advertising industry by establishing voluntary guidelines addressing ad measurement, creative standards and ad models, consumer issues and privacy, and ad delivery. — Johanne M. Torres