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This paper proposes the 'Tag Match' advertising business model which uses mobile RFID. Tag Match Advertising (TMA) combines features of the mobile RFID characteristics and content match advertising model on the Internet. TMA model can be defined as 'an advertising model, based on mobile RFID application, which offers the most appropriate advertisement for users after the consideration of users' demographic information, the location and time when users scan a RFID tag and the content of the tag when users scan it'. This paper describes its scenarios, processes, participants and their benefits. Tag Match Advertising (TMA) is a ubiquitous version of content match advertising on the Internet.