Opt-in, preference-based ad network for mobile operators and advertising agencies
Alcatel-Lucent has unveiled a mobile ad platform that will go head-first into competition with the likes of Google (which is in the process of buying AdMob), Apple, the various operator offerings and a clutch of independent ad networks.
The company says Optism will build on its existing operator relationships, taking the form of a subscriber opt-in, preference-based ad network that will enable advertisers to deliver highly targeted campaigns.
Optism also has a media arm, which will broker relationships between mobile operators and advertisers.
One of the first operators to sign up to Optism is Orange Austria. WPP agency Mediacom is also supporting the network.
Thomas Labarthe, Vice President of Mobile Advertising at Alcatel-Lucent, said: "Mobile operators have a huge role to play in the growth of mobile advertising. Our solution unlocks that potential and finally creates a compelling proposition for operators, advertisers and, importantly, subscribers."
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