Mediaplex shows MOJO on eBay

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A new ad-serving technology called mobile Java objects (MOJO) was demonstrated Friday morning on the eBay auction site by Mediaplex Inc., San Francisco. The MOJO software code is designed to allow marketers to deliver advertisements across both wireless and Web platforms simultaneously. Also, it can automatically adjust the advertising offering in response to changes in the advertiser's available inventory, product pricing or the identity of the customer. Mediaplex chose eBay for the demonstration, which featured dinner with Iconocast Editor-in-Chief Michael Tchong at New York's Le Cirque restaurant, because the auction environment provided a platform for dynamic updates of bid prices as new viewers placed bids.
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