Apptera brings search approach to mobile

Marketing technology provider Apptera released its MobileAd Technology, which lets marketers promote a product in real-time when a caller dials for it.

The offering enables voice ad-insertions that match the interests and preferences of a caller within inbound or outbound calls to free directory assistance providers.

Apptera reports that AT&T currently uses MobileAd Technology to deploy its 1-800 Yellow Pages service.

Directory Assistance service providers, carriers, portal companies and enterprises can implement the technology to generate additional ad revenue and enable marketers to complete a sale directly over the phone.

Features of the platform include ad management, ad service, ad reporting and the MobileAd Xchange, a marketplace for advertisers to deploy in-call ads to multiple service providers through one-time registration.

Apptera, San Bruno, CA, also provides technology for search marketing and commerce.