CBS is set to launch what it says are the first mobile ads to be targeted based on an individual user's location, through a partnership with Loopt, a mobile ad firm that utilizes GPS and other mapping based technology. Advertising that takes into account geography has been one of the promises of the still nascent mobile medium, given the inherent portability of mobile devices. Plus, as mobile Web usage becomes more common, consumers are likely to user mobile devices as tools for finding local businesses – a dynamic that CBS believes will be attractive to advertisers. "Location-based advertising is the sweet-spot in mobile marketing," said CBS Mobile executive vp Cyriac Roeding. “Through our partnership with Loopt, our advertisers will be able to deliver targeted messages to potential customers who, based on their location, might be very likely to click or make a purchase.” CBS said that its new location-based ads will be available on all major U.S carriers. The ads will initially be available on CBS’ various mobile sports and news sites, said officials.http://www.mediaweek.com/mw/news/interactive/article_display.jsp?vnu_content_id=1003707098
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