Zad Mobile, in partnership with Smart Communications, has announced the launch of a range of mobile advertising services in the Philippines. Smart is the largest mobile operator in the Philippines, with over 28 million subscribers.

“Operators worldwide are taking a close look at mobile advertising and Smart intends to lead in this area,” said Napoleon Nazareno, Smart’s President and CEO. “We are using a model where we blend advertising into a range of value-added services. At the same time, we will put in place policies that protect the interests of our subscribers.”

The Zad Mobile platform targets ads using proprietary algorithms and a sophisticated user model which captures subscriber interests, attitudes and propensities across multiple inputs. This is then matched up to appropriate ads ensuring relevance for the user, optimal use of inventory for the operator, and high response rates for the brand.

“Mobile advertising is the first true example of mass customization in advertising,” said Ori Sasson, CEO, Zad Mobile. “There’s a wealth of information about the mobile user. Gathering it and making sense out of it requires clever technology. Using it to drive relevant mobile ads, while addressing subscriber concerns, is the sensible approach.”

Full press release HERE