March 6, 2008, 12:00 AM

Search results meet ads in new mobile product offering from Fast

Site and web search technology vendor Fast Search & Transfer has introduced ad placement functionality to its Fast Active Mobile offering. The technology enables mobile site operators to target the placement of ads with search results.

Paul Demery

Managing Editor, B2B E-commerce

An increasing number of mobile phone users are accessing the Internet via their handheld devices. And just as they do on their PCs, they rely on search to find content on the mobile web.

Getting in on the ground floor of the mobile web, site and web search technology vendor Fast Search & Transfer has introduced ad placement functionality to its Fast Active Mobile offering, launched last year. The offering is aimed at companies, including retailers, launching mobile web sites. The technology allows mobile site visitors to search a site or the mobile web for content or products and enables site operators to target the placement of advertisements with search results based on keywords.

Adding mobile advertising is now an imperative for mobile site operators, who must seek ways to monetize the mobile web, the company contends.

“We’re discovering that wireless carriers and content owners have broader content collections than ever before, and are aggressively exploring new ways of monetizing that content,” says Ryan Jones, director of product marketing at Fast Search & Transfer. “This means first implementing a framework that drives page-views and content discovery. Then it means launching an ad platform that you control in order to capture revenue from those page-views. Fast Active Mobile uses search to serve both of those specific needs.”

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