RCR News has run a story from sister publication Advertising Age about Sprint selling ads to the landing page that its customers start from when using the mobile web, which was launched in September.
It’s not the fact that ad space is being sold that people are wary about, but profiling that is done to segment the customer.
The big difference is targeting—that’s the key value proposition we bring to the [marketer's] brand,??? said John Styers, general manager-mobile advertising at Sprint Nextel. We’re collecting a bunch of data on the consumers, not only on the demographic side but their behavior within the click stream to get a better idea of the targeting—what type of individual they are, so that the ads can be targeted to a specific segment. Then we’re offering those segments as the categories by which the brands can market their products.???
That of course raises issues of privacy, and although Sprint doesn’t reveal individual data (“We take the insertion order or the campaign, go behind the green curtain, run it through the filters they’ve requested, then serve it to those subscribers, then come back out of the green curtain with a report: Here’s how many were served, here’s what click rates were”) there’s still people who worry that once that sort of data collection and aggregation system is set up it will be misused. However, most people won’t care as long as the carrier keeps the data to themselves.
Apparently another issue is that some people want so many conditions on who their ad goes to they get a target audience of one.

Source-  moconews  Wireless Mobile Telecom