CBS Mobile has agreed partnerships with four of the leading mobile advertising companies. Partnerships with Admob, Millennial Media, Rhythm New Media and Third Screen Media will enable CBS to utilize the strong points of all four.

CBS stated that they would offer their clients one of the widest menus of mobile advertising options in the market, ranging from text and banner ads on mobile websites, to commercials in video news and sports alerts, to video ads within mobile video, to commercials on CBS Mobile’s 24/7 television network.

“We believe mobile advertising is one the biggest business opportunities in the mobile world, and we want to be at the forefront of it,” said Cyriac Roeding, Executive Vice President, CBS Mobile. “Teaming up with best-in-breed companies in an open and non-exclusive way is the cornerstone of our strategy. They will enable us to expand our relationship with our Top 200 advertisers while reaching thousands of smaller advertising brands from around the world wanting to place ads around CBS Mobile content.”

The four companies have different areas of expertise and will be used in different ways by CBS:

AdMob is a leading mobile advertising marketplace. AdMob serves banner and text ads on mobile web pages for advertisers and their agencies.

“CBS has consistently provided great content and innovative features to its users,” said Omar Hamoui, AdMob CEO.

Millennial Media operates mobile ad networks designed specifically to best meet the diverse needs of agencies, brands, and direct marketers. Millennial Media will provide CBS with both text and banner ads and will sell CBS inventory on the mobile websites and video products.

“We are thrilled to be working with CBS Mobile to provide leading advertisers with innovative and effective solutions to improve their mobile impact,” said Paul Palmieri, CEO of Millennial Media

Rhythm NewMedia’s intelligent ad-serving technology enables next-generation mobile video commercials to be attached to mobile video content dynamically and then distributed to targeted audience profiles. In addition, Rhythm’s ad sales team will sell video ads for CBS.

“Rhythm NewMedia has demonstrated that targeted ad-supported video snacking is very attractive to both consumers and advertisers, in multiple countries. Rhythm is pleased to support CBS initiatives in mobile advertising,” said Ujjal Kohli, CEO of Rhythm NewMedia.

Third Screen Media, which was recently acquired by AOL, offers a Web-based mobile ad management and delivery platform that quickly and easily connects advertisers, publishers and mobile carriers. A partner of CBS SportsLine.com for several years, Third Screen Media will sell advertising for CBS mobile Web sites.

“Having supported CBS SportsLine.com for the past few years, we’re pleased to grow our CBS partnership to provide innovative campaigns on the mobile handset,” said Tom Burgess, CEO, Third Screen Media. “We view CBS as a first mover in mobile advertising and applaud their efforts to bring relevant, targeted advertising to the mobile consumer.”

Full press release HERE.