WAP May Be Back... But Advertisers Still Don't Know About It

Advertisers often do seem a bit slow to recognize what's going on. Much maligned WAP has made quite a comeback in the last few years, after many had written it off as dead (a popular tactic in the wireless industry). Advertisers have been experimenting with WAP portals for a while now, as we noted last year. However, it looks like many advertisers are still having trouble understanding how they can play in the mobile WAP world. Part of the blame, however, isn't directed at the advertisers -- but the mobile operators failure to provide useful data on who is using these WAP portals and how they're using them. These are the types of things, though, that are likely to get sorted out over time.

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