Openwave Collaborates with Adknowledge to Deliver Targeted, Email-based Advertisements to Broadband Users

Openwave Systems Inc. (Nasdaq: OPWV), one of the world's leading software innovators enabling revenue-generating personalized services to converge the mobile and broadband experience, today announced its collaboration with Adknowledge, a multi-channel ad network specializing in behavioral targeting. Openwave will utilize Adknowledge's Taglines product, which monetizes user-generated communications by inserting behaviorally targeted ads at the bottom of subscriber emails. Additionally the Openwave® Contextual Advertising Solution, which features Ad Broker and Openwave® Email Mx, will give operators the ability to deploy and manage new messaging services to meet the evolving messaging demands of today's subscribers.

"As the Internet advertising market continues to rapidly expand, operators are actively searching for ways to take part in the value that their networks provide, while ensuring a positive user experience for their subscribers," said Shawn Scheuer, director of business development, Openwave. "Openwave's deep messaging experience and subscriber profiling capabilities, combined with Adknowledge's expansive advertising network and proven ability to monetize consumer email traffic, represents an opportunity for operators to deliver unique service value and generate revenue."

"Adknowledge's collaboration with Openwave bolsters the effectiveness of our Tagline product by allowing advertisers to reach consumers in a targeted, effective and non-intrusive manner"," said Jasper Mullarney, business development executive, Adknowledge. "Combining our advertiser base and behavioral targeting technology with Openwave's email solutions will greatly expand the reach of our network across user-generated communications."

Openwave Ad Broker
Openwave Ad Broker is a key feature in Openwave's Contextual Advertising Solution, a service designed for mobile and broadband operators to leverage the enormous subscriber knowledge available within their networks to deliver superior targeting. The flexible Ad Broker campaign management interface can be configured to target the operator's subscriber base across behavioral, demographic and contextual dimensions. Operators can segment subscribers based on historical behavior, demographics and/or their real time context, including location. The operator can then create campaigns to expose relevant offers and ads to specific segments.

The Ad Broker campaign management interface is fully integrated with the Contextual Advertising Solution, thus making subscriber segmentation, campaign creation and management one seamless workflow. The Ad Broker's sophisticated source-selection process gives the operator the ability to place the most relevant ads and offers in front of their subscribers. Ads may be acquired from a broad and extensive set of sources such as major online retailers, CPM/CPC-based advertising networks, local yellow pages, and the operator's own premium content catalog. Ads may be selected from various sources in order of priority, as defined by operator. The source adapter interface can also support the growing number of advertising networks arriving in the market today.