4INFO just unveiled a program to let advertisers sponsor mobile SMS alert updates on the Summer Olympics, MediaPost reports. "The new Brand Engage platform for the Olympics lets marketers run targeted ads that appear beneath news alerts by country, sport or medal counts."

Here's how it works: 4INFO is asking CPMs of $20 to $40 on its Olympic updates, the report said—that's roughly double the rates it usually charges for sports content on the mobile publishing and ad service. The article said that marketers can also take advantage of 4INFO's roster of publishing partners, including Marriott Hotels, with the campaigns.