The Mobile Interactive Group-owned companies will combine their proprietary technology to allow clients to launch SMS advertising campaigns in real time, as well as access online tracking and reporting.
The integration of 4th Screen Advertising's ad-serving platform Mpression directly into MIT's messaging gateway, will allow SMS and MMS messages to be delivered with an inserted ad, without disruption or latency to the original service, according to the company.
The ad insertion platform analyses each message based on available "white space" and Mpression intelligently serves a targeted ad in-line with the consumer's interests and preferences.
With better speed and relevancy the platform aims to lend itself to contextual advertising, allowing broadcasters, media and entertainment and mobile network operators to work "hand-in-hand" with advertisers to offer targeted advertising.
The company said Mpression's analytical breakdown of statistics allows advertises to actively maintain CPC, CPA and CPM models, and effectively track and measure campaign return on investment.
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