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Platform-A unveils iPhone ad targeting operation

by Tristan O'Carroll, Media Week 04-Sep-08, 14:32

LONDON - Platform-A, the division formed in June to bring together AOL's various advertising businesses under one roof, is launching new technology to enable clients to specifically target Apple iPhone users worldwide.

AOL's mobile ad platform, Third Screen Media, is rolling out technology that detects when an iPhone user is browsing sites within the Third Screen Media mobile network, or any Platform-A site. It then delivers ads designed for the iPhone.

In addition to optimizing ads for the iPhone, Third Screen Media can redirect iPhone users to special versions of marketers' sites that are optimized for the iPhone experience.

AOL expects to be able to deliver up to 75 million ads to iPhones every month.

Platform-A president Lynda Clarizio said: "Today's launch is a perfect example of how Platform-A's unmatched reach, solutions and technologies can benefit advertisers trying to reach consumers in the most compelling way."

Apple sold six million of the first version of the iPhone, launched in 2007. After launching a faster version in July, the company is now producing as many as 800,000 phones a week, according to reports.

While Third Screen Media focuses on cell phone mobile web sites and Advertising.com handles traditional web sites, both have a business model where they pool together the ad space on a network of web sites and then sell it in chunks to advertisers who are trying to reach certain demographics.