Two of the major players in the growing mobile advertising industry have announced a long term strategic partnership. AdMob and MADS will work together to connect the AdMob marketplace with MADS publisher clients.

As “reach” and “ease of running a campaign” are such key goals for advertisers and agencies, this may herald the beginning of a consolidation in the mobile ad market.

AdMob is the world’s largest mobile ad marketplace, serving billions of ads each month on the mobile web and into mobile applications across the world.

MADS is a rapidly growing mobile advertising company whose Ad
 Server 
platform
 allows
 publishers 
and operators
 to
 directly
 source 
their
 inventory
 from
 media 
agencies 
and
 ad
 sales 
partners. This allows them to
 optimize 
campaigns
 across
 a 
variety
 of
 mobile
 channels.


The 
partnership
 with
 AdMob
 now 
allows
 MADS 
clients
 the
 ability
 to 
integrate
 ads
 directly
 from
 the
 AdMob
 marketplace.

Ashu 
Mathura, 
CEO
 and founder 
of
 MADS said, “The
 MADS 
network 
of 
operators
 and 
premium 
publishers
 currently
 generates 
over
 300 M
 ad
 requests
 per
 month
 in
 Europe
 alone.
 This
 inventory
 can
 now
 be
 sold
 into
 the
 AdMob
 marketplace.”


“AdMob
 serves billions 
of
 targeted
 ads
 on 
the 
mobile 
Web
 and 
in applications
 every 
month 
and
 our 
new
 partnership
 with
 MADS
 will
 ensure 
it’s
 even 
easier
 for
 advertisers
 to 
reach
 their 
target 
audience,” added Thomas 
Schulz, AdMob’s
 Vice
 President
 &
 Managing Director 
of 
EMEA.

Read the full press release.