4INFO is charging CPMs of $20 to $40 on its Olympic updates, roughly double the rates it typically asks for sports content on the mobile publishing and ad service. Beyond text ads, marketers can also extend their reach by working with 4INFO's roster of publishing partners. Marriott Hotels, for example, is sponsoring a 4INFO widget on Facebook for Olympic mobile alerts.
NBC Universal, which is broadcasting the Beijing Olympics on TV and online, invested in
4INFO last year through the $250 million Peacock Equity fund it operates with parent GE. Other backers include US Venture Partners and Gannett Company.--Mark Walsh