There are three types of data that need to be included in an effective targeting platform for mobiles.
First you have to have the general data. That which most of us think of when we use the term such as the simple demographic information about age, gender, where they live and income range.
Next you have the data that comes from their use of the technology, how many impressions, click-throughs and traffic counts.
Finally you have the data that comes from measuring the specific usage behavior of the consumer.
It won't be too long before portal gateways will begin to be used, probably a little later this year, that will be able to merge the three data streams mentioned above. This will allow marketers to measure all three of the above areas.
Currently the technological side is being figured out and what is being tested now is a system that contains ad delivery, tracking and management platform that brings together the mobile Web (WAP), downloadable Jave, video and text messaging content and general data.
The biggest step that is now being taken is that carriers are starting to integrate their external databases along with their customer's demographics and usage behavior, which is now being tested.
By this summer results will be revealed concerning all of this experimentation and an advertising model in place across the numberous mobile carriers. Are you preparing for the possibilities that are soon to be here?
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