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
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).