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MTNL to enable advertisers to insert pop up ads in user’s browser

MTNL is seeking external advertisers to insert pop-up ads in browsing sessions of consumers connected to MTNL Wi-Fi connections through their laptops, mobile phones or tablets. MTNL will be charging Rs 150 per 1000 impressions from the advertisers/brands. Note that the rates vary between Rs 150 and Rs 200 depending on the media agency running the CPM campaign for MTNL. Apparently, the maximum number of pop-up ads per device per day is restricted to 5. Currently, this MTNL backed CPM campaign is available in Mumbai and Delhi only. MTNL has about 4.5 lakh Wi-Fi household users in Mumbai and about 5.5 lakh Wi-Fi household users in Delhi (including Gurgaon). One of the media agencies handling the CPM campaign on behalf of MTNL confirmed this to MediaNama. How it works - All that the advertiser needs to do is send in the creatives for the banners that they would like to use for the campaign. - Per day the maximum number of pop-ups per device is restricted at 5. - Since the pop-ups are displayed by the ISP (MTNL), it will only work on non-secured websites (http). In other words, this campaign won't work on https websites. However, there seems to be no process in place to seek consumer consent before pushing ads into their browsing session. We reached out to N. K. Yadav, MTNL Chairman & MD, and were initially informed that he was in a meeting and later told that he was unavailable. We will update once we hear back.…

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