Why can a traditional online ad serving technology or software deal with serving ads on mobile devices?
First, the mobile environment, particularly in China, is very complex. China has well over 450 million users carrying over 1,000 different handset models, from the highest of the high end to the lowest of the low end. In constructing MadServing, we had to take into account the huge variety of mobile phone operating systems, screen sizes, and continuous advances in technology. We developed MadServing to ensure optimized and standardized ad serving and reporting across this fragmented landscape. Second, mobile ad serving includes intelligent targeting and reporting not possible over the traditional Internet. The increased functionality enabled by MadServing gives the mobile media an edge over traditional and online media, providing advertisers with better targeting and increased ROI. What sort of growth do you see in your business in 2007-2008 and what type of benchmarks do you plan? We see 2006 as the birth year for mobile media advertising in China. SMS ad broadcasting, a precursor to
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