Mobile advertising company 4th Screen Advertising has launched gender targeting with Flirtomatic, the UK-based web and mobile flirting and dating service. The gender based targeting is enabled by 4th Screen Advertisings flagship ad-serving platform Mpression.
Flirtomatic customers will receive gender-based targeted ads when they log on to the Flirtomatic WAP portal. This is the first time that a users WAP experience has been the subject of gender-based targeting, says 4th Screen, and greatly increases the efficiency of mobile as a destination for advertising messages.
The inclusion of gender targeting, in combination with existing targeting parameters enabled by the Mpression platform, such as time, age, handset and country-based targeting, ensures that mobile ad campaigns hit a highly segmented audience, delivering extensive cost benefits to brands and advertisers.
Gender targeting is a significant piece of the mobile advertising jigsaw and pushes the possibilities of what can be achieved with mobile in to a new, highly targeted, highly personalised experience for WAP users says 4th Screen Advertising MD, Mark Slade. Over the coming year, we will continue to upgrade our ad serving platform Mpression, adding even deeper segmentation features that exploit the unique targeting potential of mobile advertising. These are extremely exciting times for mobile advertising and its fantastic to work with a proactive and innovative partner such as Flirtomatic.
Gigi Dryer, Commercial Advisor at Flirtomatic adds: 
Mobile users have an intimate relationship with their mobile phones and strong feelings about the way advertisers should communicate with them, further impacted by gender. The launch of gender-based targeting responds to this by ensuring that customer targeting is highly specific, providing advertisers with a new and compelling way to reach key audiences.