Bharti Airtel, India's largest telecom operator has now launched a mobile advertising platform, allowing advertisers to manage their campaigns, share reporting and analytics. According to the company, the platform covers mobile internet (WAP), "messaging services" and Airtel digital TV, and allows "massive in a high impact burst which can be delivered in just a few hours using touch points such as end of call notifications, recharge notifications & Digital TV guides." In addition, the company says advertisers can use its platform for accessing a rural audience with voice solutions. A few things of note: - Data. Lots Of Data: Telecom operators have big data, and substantive amount of consumer information, including location and roaming information, demographic data (subscriber verification helps), mobile calling patterns, content usage information (Internet access and VAS), devices (smartphones and feature phones). It's a big data problem and the company claims that it can offer advertising in a "targeted and personalized" manner, for example, provide mobile couponing for segments such as youth, upper SEC, smartphone users etc. While this allows better targeting for advertisers keep in mind that India still doesn't have a Privacy law protecting user data. - Ad spots: Airtel says it will offer WAP, end of call notifications, recharge notifications and Digital TV guides, and messaging and voice will also be a part of the offering. What is not clear is whether only Airtel inventory will be on offer on WAP, or will it bring on board external publishers? There's also no mention of Ad-Ringback Tones. In terms…
