Mobile content firm 4INFO has enlisted Yahoo for a trial run of its mobile text ad technology, reports The Wall Street Journal.
Through 4INFO's platform, Yahoo can text breaking news stories, weather forecasts and other content to mobile registrants. Each message will contain a single small ad.
The ads will be sold through both Yahoo and 4INFO. Revenue will likely be split between the parties, which is typical of 4INFO partnerships. The split is usually 60-40, with the larger share going to whichever of the two makes the sale.
Last year 4INFO made a similar arrangement with NBCU.
Social media site Twitter also enables users to receive select up-to-the-minute messages on mobile phones. But Twitter has yet to develop a viable business model, ad-based or otherwise.