▁cause ▁priv acy ▁in fr ing ement . ▁ ▁Some ▁mobile ▁carri ers ▁offer ▁free ▁or ▁che aper ▁rate ▁plans ▁in ▁exchange ▁for ▁S MS ▁or ▁other ▁mobile ▁ad s . ▁However , ▁mobile ▁TV ▁and ▁mobile ▁search ▁may ▁override ▁this ▁priv acy ▁concern , ▁as ▁soon ▁as ▁they ▁are ▁implemented ▁on ▁a ▁full - b low n ▁basis . ▁In ▁a ▁na ive ▁way ▁to ▁override ▁priv acy ▁concern , ▁however , ▁a ▁user ’ s ▁prior ▁consent ▁needs ▁to ▁be ▁obtained ▁through ▁membership ▁to ▁join ▁or ▁user ▁account ▁to ▁set ▁up . ▁Both ▁mobile ▁TV ▁and ▁mobile ▁search ▁may ▁su pers ede ▁the ▁way ▁of ▁getting ▁users ’ ▁prior ▁consent ▁through ▁membership ▁or ▁user ▁account ▁because ▁users ▁are ▁free ▁to ▁choose ▁mobile ▁TV ▁channels ▁or ▁mobile ▁search ▁services ▁on ▁a ▁volunt ary ▁basis . ▁ ▁Inter activity ▁ ▁Mobile ▁devices ▁aim ▁to ▁out g row ▁the ▁domain ▁of ▁voice - int ensive ▁cell ph ones ▁and ▁to ▁enter ▁a ▁new ▁world ▁of ▁multimedia ▁mobile ▁devices , ▁like ▁la pt ops , ▁P DA ▁ph ones ▁and ▁smart ph ones . ▁Un like ▁the ▁conventional ▁one - way ▁media ▁like ▁TV , ▁radio ▁and ▁newspaper , ▁web ▁media ▁has ▁enabled ▁two - way ▁traffic , ▁thereby ▁introdu cing ▁a ▁new ▁phase ▁of ▁interactive ▁advert ising , ▁regardless ▁of ▁whether ▁static ▁or ▁mobile . ▁ ▁This ▁user - cent ric ▁approach ▁was ▁noted ▁at ▁the ▁ 9 6 th ▁annual ▁conference ▁of ▁Association ▁of ▁National ▁Ad vert is ers ▁in ▁ 2 0