JiWire Expands Mobile Broadband Advertising Network with Wi-Fi Positioning System

Today, at the Where 2.0 Conference in Silicon Valley, JiWire announced that it has licensed the Wi-Fi Positioning System (WPS) from Skyhook Wireless. WPS is software that uses known locations of Wi-Fi networks, rather than satellites or cell towers, to determine the precise location of Internet users. Generally, the JiWire Mobile Broadband Advertising Network uses information about Wi-Fi hotspots contained in its award-winning registry, including the hotspots' location and venue type, to intelligently select advertising for delivery to Internet users at those hotspots. In cases in which the user is unable to determine the hotspot to which he or she is connected, WPS will enable JiWire to deliver offers and messaging that is driven by geographic location. JiWire will also include WPS in its suite of stand-alone applications, including Hotspot Helper and a newly available Extra for Skype, enabling users to click a "Find Me" button to determine their precise geographic location.

The JiWire Mobile Broadband Advertising Network enables advertisers reach a highly attractive audience with location-driven messaging. For example, a traveler can automatically be presented with offers for services, such as a restaurants or dry cleaning, which are in the immediate vicinity of the hotel or café at which he or she is using a Wi-Fi hotspot. By delivering location-specific advertising and providing sophisticated performance tracking, the Mobile Broadband Advertising Network gives advertisers unprecedented control, maximizes the effectiveness of campaigns, and enables operators to better monetize their networks.

"Precise location information will drive the next generation of online advertising," said Michael Shean, co-founder and vice president, business development, Skyhook Wireless. "JiWire's network represents a leap ahead of current platforms that only offer broader, city-level targeting, and JiWire's selection of WPS highlights its versatility."

"The new currency for public Wi-Fi access is advertising," said Kevin McKenzie, founder and chief executive officer, JiWire. "The Wi-Fi Positioning System enables JiWire to maximize advertising relevance and value in more places, more of the time."