AdForce LLC, CMGI‘s ad serving
company, this week joined forces with AgentGO.com, which produces
personalization products for the wireless Internet, to develop technology
for targeting and personalizing wireless ads.
The companies are working to develop a sort of opt-in advertising solution,
so that advertisers could personalize messages and send them only to people
who have asked for them. This is aimed at making advertising more relevant
to the consumer and more effective for the advertiser.
At the moment, one of the issues plaguing the nascent wireless advertising
industry is how to serve relevant ads that won’t annoy the consumer. A
consumer using a wireless device can be interrupted anywhere — walking down
the street, in the middle of dinner, etc. — so it’s important that
advertising be presented in such a way that the consumer is receptive to the
message.
“The AdForce relationship brings us one step closer to our goal of
translating Internet advertising models to the wireless market and
establishing standards for this emerging industry,” said Russell Glass,
chief executive officer at agentGO.com.
“AdForce is a natural choice to work with because they are a proven leader
in ad management and delivery services for both PC-based and wireless
Internet users.”