Some blogs back we covered the subject of getting the right ad to the mobile user and concluded that things will get better if ad query requests are tagged better and mobile ad networks improve as far as inventory and fill rates. The big if is that the right ads have to be there in the first place. In order for this to happen, advertisers need no only to offer the right ads but have the tools so that they can do it. Sounds obvious, but we are not quite there yet.
Mobile advertising has the potential to deliver more relevant ads than most other media. After all, a lot is known about the mobile user, their location and even in what application and where within each application the ad will be placed. The only thing missing is that this information is made available to the advertiser in real time. Why real time? It is all about context matching. In mobile, the context is continually changing not just based on the user moving around but also as the user switches between mobile web sites and applications.
Microsoft, as it is launching Windows Phone 7, is addressing this opportunity by rolling out the first bid based ad exchange. This finally moves mobile advertising to a stage where ad buyers are fully informed about the context in which the ad is shown. It also brings real-time bidding to mobile following the industry trend in web advertising. Several ad networks are on board the Microsoft effort and there is little doubt that real time bidding will migrate to the mass market of mobile advertising. At mJetz we are ready to integrate these capabilities when they are available. By using our superior context generated keyword approach we will be Offering the Right Ad to our users.