Even as industry insiders themselves say that monetization of mobile advertising is yet to take off in India, Google's buy of AdMob has served as a shot in the arm for the domain. At the same time, there is almost unanimous acknowledgement of the growth of data services on mobile. In anticipation of a shift in the trend People Group owned VAS company Mauj Mobile has partnered with Mobixell, a USA-based mobile advertising firm. Mobixell's Ad-It advertising solution will be used to insert ads into WAP portals, SMSs, ring-back-tones, missed-calls-alerts as well as in-game and ad-funded content. People Group also owns online properties Shaadi.com and Makaan.com. Mauj currently has partnerships with operators BSNL, Idea Cellular and Bharti Airtel for mobile inventory management and sales. Its clientele includes advertisers for brands such as Cadbury, Colgate, Nokia, Lee, Johnson & Johnson. Ad-It, Honing In On India The Ad-It solution serves real-time advertisements based on targeted contextual, behavioural, demographic or location-based criteria. Ad-It solution is based on four modules: Media Market Place, Ad serving, Control Layer, and Delivery channels. Targeted advertising for content and VAS firms is in demand with India adding 16.6 million mobile connections making a total of 488.40 million users as of October. The hike in SMS interconnect usage prices by two telcos may have dealt a blow to the popular push SMS industry but the barrage of mobile based services launching in the country has not stopped. Mobile-only social networks such as Mig33, Mytopia, Cellufun and Moko.mobi are also honing…
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