Abstract: The present invention is directed to Short Message Service (SMS) and Multimedia Message Service (MMS) based advertising, and more specifically to methods and systems for the real-time insertion of one or more ads into said messages for effective and targeted advertising to consumers. In one embodiment, a web-based purchasing marketplace (i.e. an Ad Marketplace) is provided, which facilitates sale, by publishers to advertisers, of ads space on a publisher's message or message inventory. In a further embodiment, methods and systems for managing the process by which ads are selected and inserted into a given message, in real-time, without substantial interruption of the standard process for delivery of said message during a messaging campaign, are provided.

Abstract: Automatically associating users of a communication system, without using an invitation or affirmative permission. In one embodiment, a first user submits contact information about a second user to a relationship system, which stores the information in the first user's contact list. Similarly, a second user submits contact information about the first user to the relationship system, which stores the information in the second user's contact list. The relationship system detects the cross reference in the two contact lists, and stores a first degree relationship between the two users. One of the users submits a request to the relationship system to enable an operation with any other user that was associated with the submitting user. Associations can also be selectively higher degrees with other users. The submitting user need not know which other users will participate in the operation, and the other users need not know the submitting user's identity.