Mobile phone company 3 is planning to become one of the world's first telecom operators to sell airtime on its own network to advertisers, opening up its 3.2 million British customers to targeted marketing and advertising campaigns. The key to the campaign 3G believes is the fact that phone users can respond to the ad there and then through their phone.

“We do offer advertisers a direct channel and crucially a return path,” for interactive marketing, 3's chief executive Bob Fuller told the Guardian. “Ads directed to individuals are going to be a significant part of our business.”

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