Feel happy to finally block that annoying pop-up ad on your internet browser? Your happiness is shortlived. The reason; advertisers have developed a solution through which such pop-up ads will appear on your mobile screen. The silver lining is that these ads will appear while your phone is idle.

But start-up firms associated with developing such advertising solutions maintain that the pop-up ads appearing on your screen won’t be annoying. Infact they claim that the advertisements will ease your shopping requirements.

Mobile Posse, which is a start-up firm engaged in providing solutions for pop-up advertisements in mobile phone claims that its system tracks the type of ad the user clicks usually on phone. The system than categorizes the user preferred ads and not preferred ads. The not preferred ads are not shown to the user and this way the user is sparred the agony of getting disturbed by useless advertisements.

CEO of Mobile Posse.says, "The last thing we want to do is advertise to someone who is not interested. If, for example, a user receives five ads about fast food establishments and doesn'''t click on any, Mobile Posse won't send any more similar ads to that user.”

Acuity also has a similar offering with a value-add in the way that the user is shown advertisements in relevance to his location.

The main hurdle for such solution providers is that they have to rely heavily on the operator. Allying with an operator eases the technical burden as well as such start-ups can leverage from the vast retail network of the operators.

These start-ups claim that it is only a matter of time before the online biggies like Google and AOL will wake up to this golden opportunity. They cite the high subscriber base of mobile consumers as compared to the internet penetration.   

Hope these solution providers don’t end up interpreting your sleeping time as your idle time