Last week location-based advertising platform Placecast and location aggregator Location Labs have announced a partnership which extends the reach of Placecast's ShopAlerts service to over 180 million potential consumers in the US (60% of mobile owners).

ShopAlerts are location-triggered mobile text messages sent from brands to consumers who have opted in to the service. North Face, Sonic and American Eagle are among the brands using ShopAlerts.

Location Labs (previously known as Wavemarket) has partnerships with US wireless operators AT&T, Sprint-Nextel and T-Mobile which allows Placecast to locate opt-in phones from these networks

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