Monetizing" somehow doesn't sound as appealing as "raking in money" but that's the idea for Windows Phone 7 applications to be able to include mobile advertisements.
Microsoft took the next step in its advertising program for mobile applications this week: it has opened up a streamlined, self-service process by which U.S. developers can register their Windows Phone 7 applications for the ad service, download the advertising SDK, and incorporate it in their application before submitting it to the Windows Phone Marketplace.
Microsoft's mobile ad effort, like the relaunch of the Windows Phone platform itself, faces stiff and ruthless competition, from Google's Doubleclick, Yahoo!'s RightMedia, and Apple's iAD, which has been stealing marketshare from its rivals, according to a recent IDC report.
With the SDK, developers make it possible for the ad service to place ads in downloaded applications. Developers get paid for each ad appearance. Advertising offers another potential revenue stream for software writers.
Specific SDK features include ad targeting by demographic, category, carrier, and location; text and image units; support for click-to-call and click-to-Web-ad actions; a range of reports including ad inventory, clicks, sell-through rates, and in-app ad revenue.
The announcement of open registration was made in a blogpost by Raj Kapoor, Microsoft's Global Director of Product Planning & Marketing for Mobile Advertising. Like so many others involved in the relaunch of Microsoft's mobile strategy, Kapoor is a recent import: he previously was Director of Mobile Advertising Products at Yahoo!
Developers log in with their Windows Live ID. Then, the online set-up process handles application registration, account management, reporting, and payout capabilities.
Details of the mobile ad program can be found online. After registering in the program, developers have access to online community forums.
The Microsoft Advertising Exchange for Mobile was formally unveiled in mid-September. Microsoft has its own sales force and ad marketplace, but also partners with outside mobile advertising networks, among them InMobi, Millenial Media, and WHERE.
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