MOHAP (mobile phone applications) has developed a system which allows WAP pages to deliver ads that are “full screen, color, and completely interactive”, without destroying the content. The idea is to display ads in the blank spaces that appear when users travel from one WAP page to another, called interstitial ads. This could be a great idea, considering that despite impressively high maximum download rates WAP pages can still take a long time to download. However, if the solution is on an independent WAP page then I would guess it would have to be downloaded also, so would only be of use if it was significantly smaller in terms of data than the page it was accessing, which could be the case for video or game downloads…
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