Acuity Mobile, a provider of mobile ad delivery technology, announced today its EMAP technology has been selected for the embedded mobile advertising for Traffic.com, a Navteq company. Traffic.com provides traffic information to 50 Designated Market Areas (DMAs) encompassing 83 of the most traffic congested U.S. cities and was recently acquired by NAVTEQ, a leading provider of digital maps.
Acuity Mobile’s EMAP technology delivers content based on time, context, location and user preference. This patented technology will “enhance” Traffic.com’s delivery of targeted real-time advertising to mobile devices with live local traffic information.
“After surveying the market, we selected Acuity’s EMAP platform to extend the power of our mobile advertising services with unique hyper-local targeting enabling us to send advertisers’ messages at the right time and in the right place,” said Christopher Rothey, chief operating officer of Traffic.com.
Acuity Mobile accomplishes Spot Relevance through the Embedded Mobile Advertising Platform (EMAP) which allows marketers to select any region on a map and link ads, offers, coupons, or any other content to this region.
When a user enters this area, and the user’s profile indicates an interest, the content appears on the user’s mobile device with audio, rich graphics content, and calls to action that can connect the user back to the sender.
Navteq has also partnered with Skyhook Wireless which uses WiFi rather than GPS for determining location.
Navteq provides data used in a wide range of applications, including automotive navigation systems and web-based applications, such as Google Maps, Yahoo! Maps and MapQuest.
Its main rival, Dutch company Tele Atlas, provides maps covering 64 countries around the world and dynamic content for navigation and location-based services, including in-car navigation systems and mobile map applications. BMW’s vehicle navigation systems will contain Tele Atlas maps starting in 2008.
