New York – AT&T (NYSE: T) announced on Monday that it will begin
targeting mobile ads to users’ phones based on their location.
The ShopAlerts
by AT&T service, powered by Placecast, will deliver ads to subscribers who
opt-in to receive such messages, initially in New York, Los Angeles, Chicago
and San Francisco.
Participating consumers will receive ads when they enter a
"geo-fence," or virtual perimeter around a retail location, event or
any geographic area.
Launch advertisers for the service include HP, Kmart,
JetBlue and SC Johnson.
AT&T said the initiative marks the first time a
major U.S. wireless carrier has introduced such a location-based ad targeting
program.
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