Quest for relevance

digital SIDEBAR is launching a mobile ad platform that delivers interactive ads through the white space in mobile phones. The service will be piloted before going public.

"White space" represents the space not used to make a call: the screen that appears when a user is dialing, the hang-up screen, or the time between sending and receiving a text message.

Ads — targeted by age, gender, interests, use pattern, day and time — can include links to games or other media. Content may be forwarded to other customers.

A recent survey found mobile advertising is most effective among 18-24-year-olds. Mobile advertising is also considered crucial to reaching consumers during economic duress.

Last year, digital SIDEBAR drew $5 million in Series A funding from a pool of private investors.