Zad Mobile launches Mobile Advertising Platform

Rating: Zad is mad?

by Bena Roberts

Nope, Zad Mobile is not mad its teamed up with Smart Communication in the Philippines to deliver its Mobile Advertising Platform ZMAP to around 28 million users.

From the press release
“Operators worldwide are taking a close look at mobile advertising and Smart intends to lead in this area”, said Napoleon Nazareno, Smart’s President and CEO. “We are using a model where we blend advertising into a range of value-added services. Given SMART’s leading position, we will provide the advertising community with a targeted advertising channel of unprecedented reach. At the same time, we will put in place policies that protect the interests of our subscribers.”

What we think?
The initial reaction is yet another mobile ad broker to test – I need more mobile sites. Or if anyone wants some free mobile SEO and has a strong, appealing and relevant mobile site that needs advertising (let me know!).

But back to ZAD. The press release states that Zad’s mobile platform targets ads using proprietary algorithms and a sophisticated user model which captures subscriber interests.

This sounds very interesting and all good and well, but I have to argue that users need to familiarise themselves with services and unless mobile operator data is available its difficult to target users with relevant ads from the first instance. This is of course is unless the query is search based on a specific area of the mobile portal or is saved as a favourite by the user (eg. Celebrity gossip).

Saying that there is some interesting info and stats on this here.

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