RealTime IT News

Firms to Develop Ads for Cross-Platform Synchronization Tool

Nokia, AdForce, SF Interactive, and fusionOne on Monday teamed to experiment with innovative ways of targeting advertising to users of fusionOne's tools, which allow users of multiple devices, including mobile phones and PDAs, to synchronize information between them.

Because the fusionOne technology lets users share information between platforms, the companies are developing ways to deliver a single ad campaign across several devices. That's knowledge that will likely be critical as the interactive advertising industry develops, and advertisers seek to deploy integrated campaigns across a variety of delivery methods.

fusionOne is backed by funding from Nokia Ventures (NOK), the wireless telecommunication company's venture arm. AdForce, a CMGI (CMGI) company, contributes its expertise in ad serving to this alliance, which F Interactive, an interactive agency, brings its insight into marketing.

"AdForce looks forward to working with fusionOne and SF Interactive to leverage our advanced ad serving technology to allow marketers to reach their target audiences with messaging that is not only targeted, but time- and location-sensitive," said Tim DePriest, director of strategic marketing for AdForce.

The ads will be targeted through the collection of data from users of the fusionOne service, who must opt-in to receiving advertisements.

Although fusionOne has yet to release a fully-functioning version of its software, the company has managed to line up a pretty impressive list of partners, including Sun Microsystems (SUN), Novatel Wireless and Snap, the Internet portal service from NBC Internet (NBCI).