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Voda and Orange to deploy Overture ad listings

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Overture has done a deal with Vodafone and Orange to provide travel directories on their UK WAP portals.

Browsers will see Overture advertising listings, triggered by keywords, next to the searches they are performing. Advertisers pay the Yahoo! subsidiary Overture according to how many clickthroughs they receive.

Overture said the deal would help it better understand mobile users before a full launch of paid-for-searches later this year. It is kicking off with text and location-based services, before "gradually moving on to more sophisticated applications allowing easy migration to 3G".

The service is being launched with location specialists Mobile Commerce Ltd. Overture says it is talking to other operators and will announce further partners shortly. ®

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