A Marketer's Dream: Your Cell Phone

The world's 1.3 billion handsets offer marketers a potential direct link to consumers, and they're starting to exploit it

The champagne was on ice, the music by Puddle of Mudd and Metallica thundering loud and hard. This was America's Party, a live show from Las Vegas on Fox (NWS ), and it looked like a standard televised New Year's Eve bash.

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