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How are advertisers buying campaigns? On TV it’s cost per thousand users (CPM) and other kinds of metrics. What’s the basic unit of measurement for a mobile advertising campaign?

Advertisers right now are buying primarily through CPM; they’re also buying through performance-based marketplaces [that negotiate prices on behalf of the marketer]. We do both. So advertisers can come to our website—they sign on through the self-service interface, and then they’re bidding in auction to compete with other advertisers to deliver their message in front of another advertiser. In that way, it’s on a cost-per-click basis. They’re paying only when the consumer clicks on the ad.

Jumptap has large competitors, but you have your own network, essentially. How does it work?

Today our network includes mobile operators like AT&T and Sprint, publishers, and large media companies like Fox and Comcast, as well as some of the most popular iPhone and Android applications.

What we do is we provide a platform-agnostic approach. What I mean by that is we deliver advertising across iPhone, iPad, Android, Microsoft, RIM. That’s very important for advertisers, because what they are looking for is reach.

They care more about targeting a particular audience, delivering the right message to the right audience, than they do about the device. By providing this type of approach, we make it as easy and simple for the advertiser to get engaged in mobile advertising as possible.

Where is it all going in terms of privacy? What are customers expecting, what’s the trade-off in terms of the publisher or the advertiser really targeting you? This has come up with Facebook and some of the other networks.

Privacy is more critical in mobile than perhaps any other medium, because it’s a more personalized environment. Mobile has the opportunity, has the capability, of delivering a more targeted message than any other platform. Because there’s location that’s available, there’s less cluttered content, which means it’s more contextually relevant for the user.

We’re allowing the user to take a level of control over what information is made available, letting them manage, edit, delete, opt in, opt out.

We believe that as long as you’re providing this level of controls and transparency to the user—that’s what’s important to them, and that’s the direction the industry is taking. And we believe that is the direction legislation will also be taking.

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Credit: Mark McKie

Tagged: Business, Business Impact, mobile phones, cell phones, The Mobile Enterprise

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