• by Mark Walsh  @markfwal, October 2, 2012

Sprint is taking a bigger step into the ad business. The nation's third-largest wireless operator on Tuesday announced Pinsight Media+, a new advertising service that allows customers to get targeted messages from brands on Sprint online and mobile properties.

Under the new program, subscribers can opt in to share anonymous information about their interests, location and mobile use to receive more relevant ads. People sign up to participate in the ad program through Sprint's My Choices site or by enrolling by phone.

The targeted ads will appear on Sprint's desktop and mobile sites, its on-deck mobile portal, Sprint Zone, as well as third-party publisher properties. Sprint customers will continue to see ads online and in ad-supported apps and content, whether or not they’ve agreed to receive usage-based targeted ads.

Mobile ad and marketing firm Amobee has partnered with Sprint to build the targeted ad platform. The carrier is also working with Publicis Groupe’s Digitas to create a mobile ad marketplace that encompasses brands like WhitePages.com, mobile ad networks such as Jumptap and Hispanic-focused RedMas, and third-party publishers, including AccuWeather, Scout by Telenav and 2Zona Latina.

“Pinsight Media+ is the next evolution in delivering the content consumers want on their devices,” said Sprint CMO Bill Malloy, who announced the initiative at a Mobile Marketing Association conference in New York. “With Pinsight Media+, brands are able to deliver relevant solutions -- marketing as a service -- in the moments that matter.” 

Sprint's step follows on the heels of AT&T AdWorks launching a new ad platform that allows brands to target ads based on TV and mobile data. The system taps into aggregated data from 10 million U-Verse set-top boxes, as well as 69 million mobile subscribers.

A Sprint spokesperson said the majority of its 50 million subscribers would be eligible to receive targeted ads based on their location and mobile behavior. The more highly targeted an ad, based on user data, the higher the cost. Sprint already offers advertising based on customer demographics.