Jumptap Looks to Give Users Mobile Ad Content Control

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With mobile advertising growing in importance to any business involved with mobile communications, one company is looking to deliver advertisements that people may actually want to receive and potentially interact with. The service from Jumptap allows people to select the content of the ads that are displayed as they surf the Web on their mobile devices.

"There is a value between consumers and advertisers," said Jumptap Chief Marketing Officer Paran Johar, who announced the service on Wednesday. "The more we can drive that relevance, the more consumers engage with the ads."

When the new service comes online by the end of June, visitors to participating Web sites in Jumptap's ad network will be able to choose the mobile advertising content that interests them through a profile they manage. Jumptap will be giving publishing partners such as the NBA and Hearst Magazines the option of linking to the profile from their applications as well as Web sites.

The profile contains more than 10 advertising content categories, such as entertainment, finance, food and automotive. Users then choose whether they want to turn categories on or off. In Jumptap's demonstration, Apple iPhone users would complete this action by sliding their finger over a button next to each category. Although the demonstration focused on the iPhone, Jumptap said that its technology works across all mobile platforms, including BlackBerry phones from Research in Motion and those running Google's Android OS.

Jumptap's role in the mobile advertising market involves delivering ads to the demographics that its clients are targeting. The company's ad network has approximately 55 million unique visitors in the U.S. each month. Jumptap keeps detailed profiles on mobile-phone users and uses that information to match client advertisements to the appropriate people. By allowing consumers to select advertising content, there is a greater chance that they may click on a mobile ad, an action that benefits advertisers and Web publishers.

As more people purchase smartphones that can access the Internet, mobile advertising is considered an important and burgeoning market that lacks a dominant leader. Assorted technology companies have acquired mobile ad businesses in an effort to gain an edge in the space.

Phone maker Nokia launched a mobile advertising network in 2008 with technology it acquired from buying ad company Enpocket in 2007. Last November Google announced plans to buy mobile ad company AdMob, saying at the time that "the prospects for this space are excellent." The deal is pending U.S. government regulatory approval. Most recently, Apple bought Quattro Wireless in January and is using its intellectual property to construct its iAd mobile advertising platform.

In separate news, Jumptap also announced that it is introducing a rich media SDK (software development kit) with partners Crisp Wireless, a mobile advertising company, and Medialets, which offers a rich media advertising and analytics platform for the mobile Web. The SDK will initially be available for the iPhone with support for BlackBerry and Android devices to follow, the company said. The rich media SDK will allow advertisers to create ads that allow functions like tap to video, tap to audio and location awareness.

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