IAR Bits and Bytes for Tuesday

24/7 Media Joins Oracle Wireless Partner Initiative

24/7 Media joined database giant Oracle’s Wireless Partner Initiative, enabling it to provide ad serving capabilities and sales support to mobile phones and other wireless devices with software based on Oracle’s database platform.

Through the agreement, 24/7 will provide opt-in, targeted wireless ad serving capabilities and sales support as part of Oracle’s Oracle9i Application Server package for companies running e-businesses or Web sites over wireless.

In addition, 24/7 will offer Oracle’s wireless database platform to its publishers and advertisers.

The partnership with Oracle continues 24/7’s momentum in wireless. It offers a wireless ad network and WAP server. Other ad servers like 24/7 and Engage are exploring similar efforts and partnerships.

Promotions.com Launches Promotion for Entertainment Weekly, NBC

Promotions.com Tuesday rolled out a new Internet promotion for Entertainment Weekly magazine, in conjunction with NBC.

The Entertainment Weekly “NBC Scratch, Match & Catch” scratch-and-win game will promote NBC’s new fall lineup, and runs through November 10.

The promotion also directs visitors to NBC’s redesigned Internet portal, NBCi.

The promotion features a grand prize of a trip for two to Hollywood. The winner will go on an NBC Studio Tour and have the opportunity to be a part of a studio audience taping of “The Tonight Show with Jay Leno” and an undisclosed, top-rated NBC primetime sitcom.