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McDonald's is testing mobile ads aimed at local audiences through Cox Digital Solutions' new mobile division – CDS Mobile.
According to ClickZ.com, the test includes geographically-targeted ad messages and coupons.
With the platform, advertisers can use geofencing, latitude and longitude points, radius, device, carrier and daypart.
CDS Mobile's general manager, Leif Welch, told ClickZ that the system is particularly focused on dynamic or database-driven ads.
Currently, McDonald's is running mobile-only campaigns, but CDS hopes to expand the capabilities to online and mobile packages.
Read more about mobile initiatives.