24/7 Media plans wireless strategy

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New York--24/7 Media Inc., the advertising network in the midst of a corporate downsizing, said it plans to expand into wireless advertising delivery. 24/7 has signed a deal with Internet messaging company to provide ad-supported news and information to cell phones and other wireless devices. The campaigns will be managed by 24/7's Exactis e-mail division. The deal is significant because it positions 24/7 Media as a provider of advertising delivery technology, as opposed to the advertising media sales organization its model was built upon. Other networks such as DoubleClick Inc. and Engage Inc. are also evolving into technology companies, rather than media brands. Terms of the deal were not disclosed.
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