Israel’s Cellcom has taken the wraps off an ambitious ad-funded service, offering free games to users who view the ads embedded in them. The dynamic ads are “injected into the games as product placement and appear at different media areas within the game as part on the environment,” Cellcom said in a statement. To match the right ad to the right user (an approach sure to separate mobile advertising leaders from laggards), the service targets ads in real time according to user profiles, behavior and responses. To date the free download service is supported by major brands including McDonalds, Adidas, Walt Disney, Nokia and Samsung
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