Interesting enough some others think, from the other part of the game, that such requests could and should be fulfilled. After all, need leads to offer in the current economic framework.

Rude enough I think that such behavior vitiate the process of communication and defies all the principals and achievements of modern advertising. It twists the concept of reciprocity and value transaction in a wicked way and on the long run it will hurt everybody: advertisers, mobile media and the audience.

Any mechanic applied to a media channel that creates information overload and disrespects the needs of the audience is doomed and the channel will suffer on the long run. “Banner blindness”, “Outdoor blindness” are examples that speak for themselves.

On the other hand is it a bad thing to let advertisers know some things about you? I argue not because on the long run only smart brands will survive, brands that understand the importance of relevance and know how to build real value for their customers.

I’ve just received an email from an e-shop trying to sell me some laptops… it went directly to junk and will never bother me again. Please spam me, it’s free…

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Diego Zambrano, creative Brazilian in R / GA from NY.