Microsoft offers mobile behavioral targeting

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Redmond, Wash.—Microsoft Corp. has introduced its Mobile Behavioral Targeting Solution, a means by which mobile advertisers can target their ads to mobile-device users based on more than 100 audience segments.

The categories include travel, automotive, retail and technology, compiled using data gathered from sources such as Microsoft networks, Bing searches and Windows Live profiles.

The new service from Microsoft follows Yahoo’s rollout in May of its SmartAd program for mobile advertisers, customizing ad creative depending on the mobile device users’ behavior or location.

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