24/7 Europe develops WAP ad server

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LONDON--Interactive ad sales network 24/7 Europe (www.247europe.com) has developed a Web ad server for WAP (Wireless Application Protocol), which will allow WAP ad campaigns to be beamed via the Internet into certain mobile phones and palm devices. 24/7 is launching the mobile ad server inEurope first because of the high penetration of mobile phone users and thepresence of a unified GSM standard.

The system incorporates ad serving, management and reporting capabilities allowing delivery, monitoring and control of campaigns.

A test of the server is already under way. Online retailer Dressmart.com is currently running on Kauppalehti (kauppalehti.fi/wap/index.wml) and Sunpoint (wap.sunpoint.net/) in Finland and KRAK (http://wap.krak.dk/) in Denmark.

Copyright February 2000, Crain Communications Inc.

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