A new consortium is promising to revolutionise the mobile network as an advertising channel.
The Mobile Advertising Alliance is a collaborative venture between software vendors Anam, Cibenix, Mobile Cohesion, Openet and SLA Mobile. Each member firm provides a component of the platform that allows operators to reach consumers with targeted campaigns.Nic Stirk, of SLA Mobile, said: "The platform provides secure access to operator-owned demographic, behavioural and contextual profiling data and provides multiple media channels to deliver personalised and targeted campaigns. In the mobile medium personalisation ensures that advertising is seen as appropriate and relevant for the mobile user - thereby overcoming the shortcomings of other approaches. Context is key."
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