GSM Telcos To Set Up Common Mobile Advertising Exchange

Indian cellular operators (the GSM-based ones) have formed Mobile Advertising Forum, which will essentially work towards setting up a common mobile advertising exchange, reports Business Standard. This will allow member companies to access each other’s subscriber profiles and help them target through mobile advertising using a common platform. For instance, if someone wants to target customers with ARPUs of over Rs 1,000 a month, they can do so using the common platform.
This forum will also work on ways to incentivise the subscribers to accept advertising. Ads will essentially subsidise a part of the costs of mobile content and other tariffs. The forum currently has a few members like Vodafone Essar and Bharti Airtel.