• by Gavin O'Malley  @mp_gavin, August 17, 2011

Ready to reach consumers anywhere they can get a phone signal, Glam Media just debuted a mobile ad platform, as well as an accompanying mobile publishing platform. Launch partners included Lexus and Macy's.

Designed to complement Glam Adapt -- Glam's Web-based ad-serving platform -- the new mobile ad platform is entirely focused on brand buys, Glam CEO Samir Arora said Wednesday.

"The future of digital brand advertising is the ability to run deeply integrated and social campaigns across desktop and mobile," Arora said.

The mobile publishing platform GlamEnable has created will help publishers "optimize" their Web sites for any HTML5-compatible Web browser, along with native applications for iOS and Android mobile operating systems.

So far, Glam said its own sites -- including Glam.com and Bliss.com, along with 75 publishing partners -- have already used GlamEnable to create optimized Web sites for mobile.

For publishers and advertisers, the writing is on the wall. According to recent reports from eMarketer, consumers spent 30% more time on mobile devices in 2010 compared to 2009, while advertisers reportedly increased their spending on mobile campaigns by 60% during the same time period.

Putting the mobile boom into perspective, however, eMarketer expects domestic mobile display ad revenue to hit a modest $334 million this year.

The Glam Mobile platform works across Apple's iOS, Google Android, Windows Mobile, and HP Web OS. According to Glam, GlamAdapt currently powers roughly 2,500 publishers, and 4,000 digital content creators worldwide.

Also this week, Glam said it has finally hit $100 million in annual revenue. The milestone is critical as the company prepares for an IPO in the next year.