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Sprint Nextel wades into targeted-ad waters; Operator cautiously approaches idea of targeted mobile advertising.

Byline: COLIN GIBBS

U.S. carriers are ever so slowly beginning to share consumer demographics and other coveted information in an effort to deliver highly targeted wireless ads. And Sprint Nextel Corp. very quietly appears to be leading the way.

Advertising agencies and high-profile brands have long salivated over the mountains of data that network operators have accumulated about their customers, and for good reason. A typical profile of a postpaid user could include everything from name, age and billing address to location, usage habits and real-time location. Want to send a pitch to a middle-aged road warrior who's constantly checking his phone for sports scores? ...

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