• by Gavin O'Malley  @mp_gavin, August 16, 2011

Hoping to outsmart Apple and its iAd platform, mobile ad platform Amobee just entered into a partnership with multimedia browser plugin Cooliris.

Per the deal, Amobee plans to integrate Cooliris' 3D technology into mobile ad campaigns, which will let advertisers add "real-time 3D virtual product experiences" to their arsenals.

"We intend to leapfrog iAd and drive mobile advertising to an entirely new experience," said Amobee CEO Trevor Healy. "When ads become interactive visual artwork, mobile advertising is incredibly engaging and effective."

Separately, Cooliris debuted AdJitsu -- a stand-alone business unit based in Palo Alto, Calif., and tasked with meeting what it says is growing demand for premium ad campaigns.

Paving the way for such expansion efforts, Cooliris secured $9.6 million in Series C financing in February. Led by Kleiner Perkins Caufield & Byers, along with Deutsche Telekom's T-Venture, The Westly Group and DAG Ventures, the round brought Cooliris' total to $27.6 million.

Also in February, Cooliris released the latest version of its LiveShare group photo-sharing app, which enables users to find and share content with their Facebook friends through the creation of shared group photo streams.

Amobee, meanwhile, recently debuted a new performance-based model that integrates mobile campaigns with fixed out-of-home media. The system makes use of SMS, Bluetooth or Wi-Fi tied to create an interactive backchannel for OOH media campaigns.

Proximity-based, the system relies on a pay-for-performance model, which charges advertisers only when a mobile user interacts with the medium in that location.