Still, there are challenges. It's no longer about serving up the ads. It's about using the intelligence in the IT network to ensure the correct ads appear on the mobile phone or navigation system when the consumer seems most receptive. "In theory it's easy, but really difficult to do," one analyst says. "You first have to identify people who are interested in the product, Tropicana orange juice, for example." Read the whole story on Mediaweek.com
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