Wireless technology firm i3 Mobile
on Thursday jumped into the advertising field,
unveiling its solution for serving targeted, permission-based advertising
to mobile phones, pagers, PDAs and other wireless devices.
The company’s patent-pending technology — Advanced Data Mining Advertising
Tagging And Transaction system (ADMATT) — puts user data, including
demographic information and geographic location, with the user’s
personalized content preferences. It then uses that data to deliver
targeted ads.
“The potential of anytime, anywhere advertising made possible by the
emerging wireless information medium is enormous,” said Stephen Maloney,
president and chief executive officer of i3 Mobile.
“With the explosive growth in the use of mobile phones and other devices,
wireless is the next frontier for delivering interactive advertising and is
poised to become an integral part of every advertiser’s overall media plan.”
Several online advertising firms, including AdForce, 24/7 Media and Engage,
have all been
developing systems for delivering targeted wireless ads.