• March 20, 2008

Sprint's Boost Mobile division has launched a new advertising platform with Amobee Media Systems geared to Boost's 4.6 million mostly under-30 customers. Mobile ads will initially appear on the Boost home page and the BoostLive digital storefront, with advertising in messaging and other applications to follow.

Automaker Acura and Fox Searchlight Pictures are the debut advertisers on the Boost platform. Fox has already begun running mobile ads promoting the April 11 release of "Street Kings," while Acura will soon kick off a campaign for its new 2009 TSX.

Amobee has previously formed a partnership with Winstar Interactive to sell mobile inventory and develop relationships with major advertising agencies.

--Mark Walsh