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Third Party Ad Serving Arrives On Mobile

eyeblaster_mediacom.gifMediaCom, one of the world’s largest Media Specialist companies, has announced that it has launched a mobile campaign utilizing third party ad serving technology. The company claims that this is an industry first.

The campaign was to promote new services for client T-Mobile. The ads ran across the Nokia Media Network, and were served using Eyeblaster’s Ad Campaign Manager platform.

Third-party ad serving may become important to the mobile advertising industry, as it allows for more consistent measurement of advertising results across mobile publishers and channels. And as brands consider moving more of their budgets to the mobile channel, a high level of accountability will be important. With this system, MediaCom is able to serve ads to multiple mobile publishers while receiving third-party delivery data, unified cross channel reports and real-time optimization.

“The lack of integrated analytics and ad serving for agencies has been a looming concern for scaling mobile advertising,” said Stefan Bardega, Director of Digital at MediaCom.

“Mobile technology is the optimal medium to keep up with today’s digital consumers and, for the industry to move on to the next level, agencies have to embrace more efficient ways of buying mobile media,” said Tom Henriksson, head of Nokia Interactive Advertising.

In the online advertising world today, most ads on the internet are delivered or tracked by a third-party ad server. For further detail about “third party ad serving” on the internet, see this article on the eccoBay site.

Read the full press release.


06.01.2009    Tags: , ,
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