When Windows Phone 7 ships it will let companies push ads even outside of apps, the company said during a presentation at the Cannes Lions International Advertising Festival. Strategy and Business Development GM Kostas Mallios explained that the push notification system will let companies deliver ads not just to the home screen tiles but to alerts at the top of the screen. Customers can choose to opt in or opt out, but Mallios characterized it as being a way of having always-on ad access.
