Nokia (NYSE: NOK) is getting set to launch advertising on its new Mosh site, putting a rectangular ad on the web site. It’s currently a house-ad pointing to getting Mosh on your mobile, but that will change within a few days as Nokia opens the platform up to advertisers, reports Clickz. On mobiles Nokia plans to serve contextually relevant banners to its users to get revenue from the service—George Linardos, senior business development manager for branded content at Nokia, gave the example of a self-organized group of users that posts photos of prepared foods, produce, and other delicacies, creating an opportunity for food-related marketing. Nokia plans to let people identify their preferences and personal details, and thus allow them to “program their own ad experience”.

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“Since this is targeted at users who are technically savvy, we realized we had to be completely transparent,” said Linardos. “It’s better to say, ‘Hey look, we have to pay for this, give us your targeting data and we’ll give you the most relevant ads.’”