Yahoo, Vodafone launch mobile ads

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Vodafone and Yahoo on Nov. 14 formed a strategic alliance to create a mobile advertising business that will enhance the customer experience on cell phones.

Through the agreement, Yahoo becomes cell phone provider Vodafone's exclusive display advertising partner in Britain. Yahoo will use the latest technology to provide a variety of mobile advertising formats across Vodafone's varied content services.

"As the number of consumers accessing the Internet on their mobile devices continues to grow, Yahoo views innovation in mobile Internet services as key its future success," said Marco Boerries, senior vice president at Yahoo, Sunnyvale, CA.

Yahoo's sales force and technology team will work with Vodafone to derive benefit from mobile's unique advertising opportunities while delivering the best possible experience for both consumers and advertisers.

Vodafone and Yahoo intend roll out the initiative in Britain in the first part of 2007.

"The Yahoo-Vodafone agreement is the first time a leading Internet advertising provider and a major mobile communications company have joined forces to develop a new advertising solution for Internet services on mobile devices," Mr. Boerries said.

The new platform emphasizes customer opt in and benefits.

"Vodafone customers that agree to accept carefully targeted graphical advertising on their mobile devices will have the opportunity to enjoy savings on certain services, which may eventually include mobile games, television and picture messages, and other services, Mr. Boerries said.

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