The two companies will
jointly develop the look and feel of the ads that will likely include a variety of formats--from banner ads to short video clips. Vodafone also will use Yahoo's sizable sales force to sell to
For customers that opt in to the service, Vodafone will collect details, such as age and gender, at sign-up. Then, over time, it will build a profile of customers' interests based on their activities over their phone. For instance, Vodafone could track their favorite types of music or which sports they like to watch.