If you ask many people currently working in the digital space, they will tell you–localization and personalization are the keys to the future of advertising (and in many ways, I would agree).

Along with hyper targeting, comes the ability to charge using an acquisition model. We have seen CPA models work, to some degree, with larger ad networks such as Advertising.com (i.e. Platform A).  CPA deals tend to only work for some advertisers.  At the current time, buys may not even be accepted if you cannot meet a minimum budget (try doing a 5k CPA buy, I dare you!)

It is my belief that the future of advertising is also about the democratization of media buying. Google started the trend with Adwords, lowering the barriers to entry for small businesses; we certainly have seen how well that has gone. Then came the ad exchanges, which may not make it easy for anyone to place media buys (they are a little more complex) but the idea that ad inventory can sell for market value, in an open market, makes the price of entry more palatable for the little guys.

Today, as mobile platforms become more prevalent, and more people carry smarter devices with them in their pockets, the question becomes; how receptive will people be to advertising so close to home?

I feel that the more targeted the ad, the more consumers receptive a consumers will be when an advertiser attempts to divert their intended course of action. The problem is, mass market brands may not be able hit the type of scale that they need to hit their numbers, while targeting at such granular levels.

The solution is two-fold:

• More niche brands will begin to dominate the mobile space, messaging consumers in a very personal way
• Mass market brands will need better strategies to tell different stories to different people; stories that are incredibly relevant to that consumer

In order to achieve these two solutions, you need:

• a platform that can target consumers by location, device and many other factors
• a platform that can facilitate media buys with ease
• lowered barriers to entry (from a cost perspective), or ways that advertisers can buy on a cost per action model; taking some of the risk out of their buy

These solutions are what Jumptap is promising with their new platform, TapMatch. Admittedly, I am friendly with the folks over at Jumptap, and want to see the platform succeed; but that is not why I am writing this post. I had no prior knowledge of this platform, and when I saw it I said, “now that really makes sense”.

Have a look for yourself.

Moderator: Jim Manis, CEO, 1024 Wireless Services & CEO, Mobile Giving Foundation
Brian Levin, CEO, Useful Networks
David Klein, Vice President, Advertising Sales, Navteq

Lisa Uhrmacher General Manager, Mobile Advertising Sprint

• What type of threat does Google pose to carriers with their location based services?
• “the road to hell is littered with location based services” Levin
  • privacy stigma
  • carriers go overboard with privacy measures
  • google has brought these services to the forefront by making them free
• It was either to make text interoperable than it is location/mapping
• Navigation Media
  • relevant location based advertising
  • scale will be key