As college students head back to school, CollegeHumor.com's mobile WAP site got more interesting. The year-old site added mobile games expanding its advertising inventory.

The buzz around vertical ad networks has been big, but are they the right choice? Four experts weigh in on these specialized options and what you should keep in mind.

AOL is hopping on the iPhone bandwagon with a new mobile platform gearing advertising to the popular smartphone's users. The new platform will be available through AOL's Platform-A unit, under its mobile marketing firm Third Screen Media.

Last Monday, I began my work week in a bit of a direct marketing funk. After all, I was still smarting from the fact that I didn't receive the text message from Barack Obama that I had signed up for (which I mentioned in my last editorial).

Marketing e-mail through mobile devices can be a challenge for marketers, who may not yet be comfortable developing messages for the third screen. Four experts offer their tips.

1-800-Flowers.com this week launched a mobile store available on Blackberry smartphones. The new Mobile Gift Center, a Blackberry application, is designed to provide quick access to customers on the run or who need a last-minute gift, according to the company.

Coupons have long been a part of fast-food chain Arby's marketing efforts, so it's no surprise that the brand's first foray into mobile marketing includes coupons. In a move to reach a younger demographic that does not clip paper coupons, Arby's has teamed with mobile services firm Cell­fire for a new coupon that gives mobile phone users discounts on Arby's food.

It may take the use of other channels for marketers to reach people on their mobile phones. The Weather Chan­nel Interactive, for example, has had a mobile presence for 18 months, but its recent multichannel campaign greatly increased its visibility.

TheFind, a search engine e-commerce firm, has developed a new iPhone application designed to assist shoppers when they're out and about. The new application, called "Where to Shop," is a location-aware shopping search engine that includes online comparison and local price information.

SiteSpect, Inc., a provider of behavioral targeting technology, has entered into an alliance with enterprise marketing management firm Unica Corp. As partners, the companies said they will help integrate testing and optimization with Web analytics for online marketers, and periodically sponsor educational industry events.