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Ovum's pick of the most innovative and interesting mobile advertising campaigns during 2007–08. 
Mobile operators are in a position to be intelligent facilitators (or 'smart pipes'), meaning they can act as a platform and channel in the value chain for supporting third-party content.
Having launched in 2004, Thumbplay is very much the new kid on the block in the US D2C market. It is competing with companies that have been active in the market for the past decade. Despite this, it has gained a lot of traction in a short amount of time
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