AOL's Platform-A Expands Mobile Ad Options

cell phonesAOL on Monday launched a new service through its mobile advertising arm to help publishers sell ad space on cell phones more broadly and efficiently.

The new feature lets publishers offer inventory across multiple ad networks via Third Screen Media, the mobile ad division of Platform-A, AOL's digital advertising business.

Using a Web-based interface, the "partitioning" technology allows mobile sites to allocate inventory based on any combination of ad network, device subject area, and location, among other criteria. The aim is to make the process of selling mobile inventory as flexible and extensive as it is on the desktop Internet.

"Being able to send ad request to one or more ad networks, or any sales force where they might get an ad filled has become a fairly easy thing to do on the traditional Internet," said Kent Johnson, director of business operations for Third Screen Media.

Not necessarily so on mobile phones, where advertising systems are still in their infancy. "With this new (partitioning) feature, publishers will be able to make all ad requests from one location and get back responses to one location," Johnson said.

The new service is offered as part of Third Screen's MADX ad-serving system, which lets large publishers manage their mobile inventory and get sales reports and inventory forecasts. Third Screen also operates its own mobile ad network, which encompasses more than 100 premium publishers and 200 sites, according to the company.

AOL acquired Third Screen in 2007 to help jump start its mobile ad business.

Among the first publishers using the new inventory-allocation tool is Verizon Wireless, which relies on both Third Screen and Millennium Media for selling inventory through outside mobile ad networks.

Other mobile ad networks also expect to benefit. "AdMob welcomes this new open approach that will create healthy competition in the mobile media marketplace," said Jason Spero, vice president of marketing for mobile network AdMob. He added that the new service could help AdMob connect with publishers it might not reach otherwise.

Market researcher eMarketer has projected that mobile advertising will hit $1.7 billion this year and grow to $6.5 billion by 2012.

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