Mobile Marketing Growing, but Privacy Battle Looms

15 Gen Mobile Marketing Growing, but Privacy Battle Looms

IT Business Edge, By Ainsley Jones, January 13, 2009

According to new statistics from AdMob, 34 percent of U.S.-based mobile advertising requests came from smartphone operating systems last month, with iPhone users representing nearly half of those requests. InternetNews reports that of the 34 percent, iPhone customers accounted for 48 percent, while BlackBerry and Windows Mobile owners accounted for 19 percent and 15 percent respectively. The research indicates that the mobile market stands to be the next breakout frontier for advertising and marketing. In addition, it reiterates the coup Microsoft pulled off in agreeing to a five-year search deal with Verizon, the nation’s largest mobile carrier. While the growth in mobile Internet use lends credence to a rosy future for mobile advertising, it is not without obstacle. This Forbes article covers an expected complaint to be made to the U.S. Federal Trade Commission by the Center for Digital Democracy and U.S. Public Interest Research Group. The advocacy groups are pushing the government agency to launch an investigation into privacy issues surrounding mobile marketing and its collection and sharing of data.