Amid slow adoption, and the loss to two managers, Google is rethinking its strategy for mobile payment system Google Wallet, reports Bloomberg News. The company is considering a revenue-share program with Verizon and AT&T to encourage the two carriers to embrace the technology.

Google hopes the payment system will become a goldmine for the company’s display ad business — targeting ads, promotions, and coupons at consumers, based on their shopping preferences. The carriers, too, see the monetary potential in maintain control of the business, and are working the ISS system. In December, Google claimed Verizon was blocking consumers from downloading Google Wallet on their phones.

Twitter will be offer more targeting options for advertisers on mobile, reports TechCrunch. A few week’s ago, CEO Dick Costolo announced that Twitter would be bringing Promoted Tweets and Promoted Accounts to mobile. At the time, these ‘Promoted Products’ were available only to a small number of users, from the brands they follow.

Today, the company announced a broader roll out of the service, allowing brands to target users (even those who don’t follow the them) by interest, location, and device. Promoted Tweets will appear on a user’s timeline, and also on search. On the timeline, the Promoted Tweet will fall off the page, as new tweets roll in. On search, the tweet will remain at the top of the page until “swiped” off. 

Obviously, improved targeting is good news for advertisers. Twitter has reported high engagement on Web ads, and projects similar engagement on mobile. I, for one, will be putting these targeted mobile ads to the test when my company rolls out a new product for iOS in the coming weeks.

The CW Television network has just signed an exclusive deal with the mobile shopping application, Shopkick. The app rewards more than 1.5 million members for walking into a store and scanning product barcodes.

Mobile CW viewers will now be prompted to open the application on their Android or iPhones before a commercial airs. The application will then recognize the spot, using the device’s internal microphone, and deliver instant rewards to the viewer that drive users into the stores.

Shopping applications like Shopkick will likely play an important role in the future of mobile viewing, as brands and content distributors, alike, struggle to find innovative ways to get users to engage with ads. 

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