Wireless measurement initiative set

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Advertising.com, Baltimore, is launching WAMMI, the wireless advertising marketing and measurement initiative, aimed at measuring mobile advertising. WAMMI will be formally introduced Oct. 25, and will test six emerging wireless channels: messaging, wireless Internet, location-based advertising, interactive, ads integrated into retail offers and time-sensitive advertising. A mix of advertisers, marketers, agencies, retailers and content syndicators are expected to participate in the test that begins in December. Separately, Advertising.com launched MobileCrier group messaging service, providing Web-site managers and business owners a free way to send and receive text messages to groups of wireless users who share a common interest or attribute, but may not use the same wireless carriers or technology.

Copyright October 2000, Crain Communications Inc.

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