Xiam signs up Orange UK and Vodafone Ireland
Rating: ads on target?
Irish company Xiam Technologies has signed up Orange UK and Vodafone Ireland during September. Both will use Xiam’s MPOS (My Personal Offers System) software which helps operators bring targeted advertising and content to their customers.
Orange UK has launched a service that will provide personalised, real-time recommendations across the Orange World portal, bringing the content that is most likely to appeal to users based on their profiles. This eliminates the need for users to navigate through endless layers of the portal for what they want.
Vodafone Ireland is using MPOS technology to serve interactive third party advertisements on its revamped Mobile Internet portal. "We see mobile advertising as a significant opportunity to augment revenues
while improving the portal offering" says Chris Handley, head of mobile Internet and content at Vodafone Ireland.
We’ll see. The theory is that targeting will boost advertising’s effectiveness. The proof of the pudding has not yet been eaten. It could be that users just find it extra annoying because they feel like they’re being spied on and that it’s too intrusive.
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