The momentum behind wireless ad serving picked up, as AdForce on Monday unveiled what it’s calling AdForce Anywhere, a technology that allows the serving of advertisements to including wireless devices.
The new technology, which is currently in beta, is part of a movement by Internet advertising firms to ready their technology for emerging digital platforms. The idea is to provide one-stop-shopping, so advertisers that wish to release a campaign on multiple media may easily do so.
24/7 Media (TFSM) recently released a new ad serving technology, 24/7 Connect, which will e enabled for multiple platforms, and it has been testing WAP campaigns in Europe. Before beginning to develop its own solution, 24/7 used AdForce.
“Advertising in the wireless media presents three unique challenges – technical, business and creative,” said Tim DePriest, director of strategic marketing at AdForce, a majority-owned operating company of CMGI (CMGI).
“We understand the importance of looking at these issues holistically in order for our clients to maximize their ad message effectiveness for each digital device. Our goal is to deliver advertising and promotional messages to devices wherever a digital signal can be sent, beginning with mobile devices and moving into kiosks, point of sale devices, set top boxes and other devices.”
Recognizing that wireless solutions are more advanced in the Asian and European markets, the company is extending this new ad serving technology to its AdForce Asia and European ADTECH subsidiaries.
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