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As mobile advertising is looking to end 2011 with $1 billion in spending, lifestyle blog network Glam Media is aiming for a portion of that with its new mobile ad platform, which its positioning as an alternative to closed systems like Apple’s iAds. Glam’s HTML5 rich media mobile ad units will reach across apps as well as the mobile web. Secondly, the company is playing down the “geo-targeted” aspects of mobile advertising and is instead concentrating on a more traditional category: demographics.
Brands want to reach large-scale audiences and Glam feels it’s simply easier to do that by focusing ads along content verticals like style, entertainment, food, moms, and health and wellness, as opposed to aiming ads based on where a consumer happens to be pulling out their phone.
Additionally, the company is also introducing GlamEnable, a platform that provides publishers with the ability to develop robust sites for the mobile Web and create native applications for iOS and Android mobile operating systems. Since scale is at the core of this project, the GlamMobile platform works across all major mobile operating systems (OS), including Apple’s iOS, Google (NSDQ: GOOG) Android, WindowsMobile, HP (NYSE: HPQ) Web OS, etc.
Glam is launching its mobile platform with a number of big name brands, including Lexus and Macy’s, as it hopes to attract more blue chip advertisers.