4INFO announced a deal with NBC Universal today to place ads on their text-based content. It's a sign of the mobile advertising market growing up. Most text alerts are served without ads. Most content providers have had the mentality of "let's focus first on the consumer experience and worry about monetizing later." Besides, you need a audience of reasonable size and reach before it's worth monetizing. Coke doesn't buy ad space 10 messages at a time. These kinds of deals mean that the audience is large enough to be worthwhile – or is at least heading in that direction. I'd expect to see more of these deals signed in the upcoming months.
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