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Nov. 13, 2007

Yesterday, dotMobi announced that it is forming its MAG Advisory Group which will be associated with the dotMobi Top Level Domain (TLD) for advertising on off-portal sites.

Members of the MAG published a position paper called "Mobile Advertising in a .mobi World."

It lays out the mobile advertising ecosystem and opportunities. Among those who contributed to the whitepaper are Millennial Media, Smaato, Nubiq, Vantrix, Nokia, dotMobi, Add2Phone and The Weather Channel Interactive.

The paper is endorsed by the Mobile Marketing Association and the Canadian Wireless Telecommunications Association.

Eric Eller, senior v.p. of Millennial Media and chairman of the MAG task force, says the paper objectively and thoroughly defines the entire global mobile ecosystem.

"It addresses the opportunities for advertisers, agencies and operators, as active partners, to fully monetize the emerging mass-market off-portal mobile Web industry," Eller says.

He says the position paper is geared toward the advertising agencies and marketing industry, explaining the trials and experiences that MAG members have conducted, the complexity of the market and the benefits.

It is possible that the MAG may conduct further education for agencies through webinars, Eller says.

The MAG also is looking forward to creating an initiative for mobile commerce, and already has established a task force looking into the area.

That initiative likely will involve the dotMobi TLD, credit card companies like Visa International and the MAG members themselves.

The group also would like to involve the CTIA.

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Source: Wireless Week