The growing integration of data collection and targeting across key platforms by key online marketing conglomerates, such as Microsoft, with advertising agencies is one issue that policymakers must address.Â Here’s an excerpt from a Sept. 21, 2009 announcement on Microsoft’s mobile marketing plans:
Publicis Groupe’s Phonevalley, the world’s leading mobile marketing agency and part of the VivaKi Nerve Center, announced today a strategic agreement to create customized mobile advertising solutions, technology and metrics that will run across Microsoft’s mobile web properties, including the Microsoft Media Network, Bing and MSN. The packaged solutions will be available in 14 markets worldwide, including the U.S., the UK, France, Italy, Spain and Germany.
This alliance strenghtens the relationship between Microsoft Advertising and VivaKi. It furthermore reinforces the VivaKi strategy to build a market leader in digital communications, in an increasingly mobile world.
Phonevalley and Microsoft Mobile Advertising will work together to design innovative packaged mobile advertising solutions for six industry verticals: luxury, retail, entertainment, automotive, travel and financial services… To efficiently drive the most qualified audience, the package would take advantage of the innovative ad formats and new targeted mobile media features such as behavioural targeting developed by Microsoft Advertising.
Additionally, by utilizing data from dedicated vertical research and post test results, advertisers can further improve the efficiency and efficacy of their campaigns to better engage with their target mobile audiences.