Sprint, Skyfire team on Lumen Toolbar mobile ad service for Android


Sprint (NYSE:S) is teaming with mobile browser maker Skyfire to launch Lumen Toolbar, which enables marketers and application developers to promote their products via ads displayed within the smartphone browser.

Launched in conjunction with Sprint's Pinsight Media+ targeted advertising service, Lumen Toolbar--rolling out on Samsung Electronics' flagship Galaxy S4 and arriving on other devices running Google's (NASDAQ:GOOG) Android in the coming weeks--is powered by Skyfire's Horizon browser extension platform and rides on top of the native browser. The toolbar suggests new apps to download and also recommends deals and content based on the page the Sprint subscriber is currently browsing. Sprint customers can disable the toolbar or halt analytics sharing at their discretion.

Lumen Toolbar options include a time-defined button supporting one-click access to the sponsor's content, advertiser-customized buttons added to the toolbar catalog, and traditional static banner and rich media advertising inventory displayed directly above each user's toolbar. "The browser extension framework makes it easy for developers to integrate their apps, website or APIs," said Kevin McGinnis, Sprint's vice president of Product Platforms and Services.

Sprint introduced Pinsight Media+ in 2012 in partnership with mobile advertising services provider Amobee. Pinsight Media+ connects marketers and third-party publishers with mobile advertising networks including Jumptap and RedMas: Sprint subscribers can select whether they wish to share anonymous information about their location and mobile device activities, with customers who consent to the program receiving targeted ads delivered across operator-owned properties like Sprint Zone and the Sprint Web on-deck portal, as well as third-party properties.

This spring, Sprint acquired mobile software development and distribution firm Handmark and its OneLouder social media apps and ad unit, stating it will leverage their respective assets to expand the Pinsight Media+ effort. Earlier this year, Sprint also teamed with European communications giant Telefónica to create a multinational mobile advertising network reaching more than 370 million subscribers across the U.S., U.K., German and Brazilian markets.

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