Universal McCann and MSNBC, respectively, became the latest ad agency and publisher to sign on to Third Screen Media's mobile advertising platform. Universal McCann plans to use Third's Screen's MADX
software to manage mobile media campaigns more efficiently on behalf of clients including Microsoft, Johnson & Johnson and Intel. The platform allows agencies to plan, buy and track mobile advertising
through a Web-based system. MSNBC will use a separate version of the software to sell ads and manage inventory on its mobile Web site. Other publishers using the Third Screen platform include USA
Today, the Weather Channel and CBS SportsLine. Over the last year, mobile campaign budget averages have increased to $150,000 from $25,000, according to Third Screen.
