Bytemobile lets carriers target ads in off-portal Web pages

December 14, 2007

Carriers can now insert ads within the Web Fidelity Module

Mobile Internet service provider Bytemobile Inc. has launched the Unison Advertising Module, a service that lets operators serve targeted ads in off-portal Web pages on mobile devices.

The module, also called UAM, is part of the latest release of Bytemobile's Unison Multi-Service Platform. It is designed to help wireless carriers create new ad sales streams to complement data revenues and subsidize the cost of data delivery.

The module is fully integrated with the Unison Web Fidelity Service (WFS), which provides intelligent content adaptation for open Internet browsing on a variety of devices, from low-end handsets to high-end smartphones.

UAM enables operators to monetize off-portal traffic by inserting ads via the Web Fidelity Module. It can potentially generate a multiple of their data revenues through a new ad inventory channel, the company said.

The first release of UAM offers an in-network ad server for insertion of targeted ads in the header and footer of content-adapted Web pages, and click-through to content-adapted PC Web sites.

Optional integration with media sales engines or third-party ad networks that currently serve on-portal advertising is also available.

Bytemobile believes that mobile ads are proving highly effective for several reasons.

The advantages include one-to-one personalization of the mobile device, its proximity to the point of sale, the value of subscriber data in ad targeting and consumer receptivity to advertising in exchange for content, the company said.

In addition to UAM and WFS, IP services available on the Unison platform include Media Fidelity Service for PC-quality Internet video play on virtually all mobile devices, a content filtering service for parental controls on access to Web content and a WAP gateway service for better access to branded portal content on low-end handsets.

According to an April 2007 report by ABI Research, total spending by mobile advertisers worldwide will grow from approximately $3 billion in 2007 to $19 billion in 2011.