24/7 Media Launches Wireless Content Network

In a feat requiring coordination across nine countries and two wireless
protocols, ad firm 24/7 Media on
Tuesday said it had assembled a wireless network consisting of 31 European
content sites.

The company also created a global wireless division, in an effort to
position itself as a pioneer in the burgeoning wireless advertising
industry. Bruce Mello, 24/7’s senior vice president and general manager of
wireless, broadband and emerging technologies, is heading up the division.

In the US, 24/7 Media has forged partnerships that allow
it to help its affiliates deliver their content in the Wireless Application
Protocol (WAP). In addition, 24/7 Media is working with more than 20 North
American wireless carriers to deliver ads on their Short Message Service
(SMS) portals.

“Many of the major content providers we represent for Internet and e-mail
advertising sales and technology are extending their services into
wireless,” said Mello.

“Our commitment to the wireless space is consistent with our corporate
philosophy of being global leaders in interactive marketing solutions. We
want to provide advertisers and agencies the ability to reach their
customers across multiple platforms.”

Wireless sites in the newly-launched European network include Sonera Zed,
Sportal, dressmart.com, WAPTOO, MatchON.com, Kauppalehti Online, Krak and
Dagens Naeringsliv. 24/7 back in February launched its wireless ad serving
technology in Europe.

The company plans to extend the network across Europe, and to include the US
and Canada, which will allow marketers to conduct campaigns globally.