Jumptap does personalised ads with Openwave

New mobile ad play from Openwave and Jumptap

08:45, Feb 13th by Tim Green at 3GSM

Openwave and JumpTap have combined to offer media brands a new mobile advertising solution based on both context and profile.

The two companies claim this hasn’t been done before in mobile. They say the collaboration will allow advertisers to target individuals based on deep personalization significantly. The system uses Openwave’s ‘Profiling and Personalization System (OPPS)’, which creates a profile based on user behaviour across applications and networks. It combines this with JumpTap’s ad and search solution to build a platform that can deliver relevant and contextual advertisements to the end user.

“While mobile data traffic continues to grow rapidly, the increasing uptake of unlimited data plans among consumers poses new challenges in monetizing this growing data traffic. As mobile consumers increasingly travel off-net, operators are looking for ways to more effectively monetise this traffic,” said Nara Rajagopalan, vice president of product management at Openwave.

Adam Soroca, vice president and general manager of Search at JumpTap comments, “Our search engine generates a wealth of information about what mobile customers want. We are using this data to pick the best advertisement for a particular moment in time, and Openwave brings an unmatched level of mobile Internet inventory where we can place those ad spots.”