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(Continued)     The RFS Newsletter, Sep. 9, 2006. Page 5
This is very similar to a pilot project Google began testing in Japan earlier in 2006. Meanwhile, mobile search rival JumpTap has launched a mobile search engine and auction-based ad platform to better monetize search traffic for some of its carrier clients. Mobile operators use JumpTap's service in an effort to provide real-time search functions to their subscribers. According to an AdWords FAQ on the subject of pricing, Google's mobile ads product is similar to that of the company's keyword bidding platform for standard Internet search.

Marketers set their maximum CPC (cost-per-click) they are willing to pay. However, smart pricing doesn't apply and conversion tracking isn't currently available. Additionally, all mobile search ads are currently subject to human editorial review. Among the few providers of branded mobile search, Google has the largest audience with approximately 4.5 million users on average during each off the last three months, according to M:Metrics.

<< Pr. page     Next: MSN begins implementing behavioral targeting of display ads >>>

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