Abstract
The subscriber growth of wireless networks has created an increasing demand for wireless (mobile) advertising. However, at this point there are no standard industry practices to deal with some of the key mobile advertising issues. This research analyses the business model of a mobile advertising firm and highlights some of the key issues for modelling ad deliveries via wireless networks. We also perform an initial experimental study to gauge the significance on advertising effectiveness of some of the vital factors such as distance between retail store and ad delivery location.
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