Archive for the ‘mobile advertising’ Category

Mobile Advertising Now Playing On A Cell Phone Near You

December 5, 2006

 I’ve been working with a unique mobile ad start-up, MoPhap, for the past six months.  During that time, I’ve seen the CEO, Robert Walczak, build his dream team, develop a leading ad serving platform and embrace his role as product evangelist.  The entire team’s hard work is paying off.  The company just announced a partnership with online ad server Accipiter.  You can read excerpts from tsome of the press coverage below. 

 At last week’s Mobile Marketing Association (MMA) Forum, Mobile Phone Applications, Inc. (MoPhap), a leading mobile ad server technology provider and publisher network, announced a strategic technology licensing and marketing agreement with Accipiter Solutions, Inc., a digital advertising technology innovator. The partnership integrates MoPhap’s SparkMobile(TM) Network, capable of delivering the widest range of mobile ad units in the industry, with Accipiter’s online ad management solution to deliver an end-to-end mobile ad solution that offers the same level of analytics, accountability and granular targeting required by the most demanding web publishers and advertisers.

Under the terms of the agreement, Mophap will leverage Accipiter’s technology to drive adoption of mobile advertising. As next-generation mobile phones and wireless devices offer content providers new channels of distribution, the alliance will offer publishers compelling ways to monetize their content via advertising, while providing advertisers with an intuitive, web-based system to manage their mobile campaigns.

“We view this relationship as a win/win for both companies as well as the entire publishing and advertising industries,” declared Robert Walczak, MoPhap CEO. “This partnership underscores the need to standardize mobile ad delivery by providing advertisers with the metrics and accountability they have come to expect with online ad serving,” added Walczak.

“This alliance will enable us to broaden our mobile ad serving solutions and help contribute to Accipiter’s vision of a unified ad platform,” said Brian Handly, Accipiter CEO.

Mophap’s SparkMobile platform will be integrated directly into Accipiter’s online ad management solution, AdManager. AdManager allows publishers to increase targeting capabilities, speed ad delivery, and monitor inventory projections in real-time, leading to higher CPMs and less unsold inventory. This agreement allows MoPhap to tap the AdManager infrastructure to provide advanced tracking, reporting and metrics analysis on behalf of its publisher network customer base.

About Accipiter

Accipiter has been serving and enriching the digital advertising industry since 1996. As a pioneer and leader in online ad management, Accipiter offers a comprehensive, unified ad platform encompassing ad serving, ad trafficking, behavioral targeting, a bid-for-placement system and a powerful advertising marketplace. AdManager, Accipiter’s core application, delivers over 50 billion ads monthly across all rich media types to over 350 leading publishers in more than 30 countries around the world. Accipiter’s ad marketplace is comprised of approximately 5,000 registered publishers and 14,000 registered advertisers, reaching an estimated 25 million consumers globally. Maximize revenue across new mediums with Accipiter.

About MoPhap

Based in Manhattan, MoPhap has created the ad industry’s most robust mobile ad server, delivering more ad formats to mobile web-enabled handsets. MoPhap’s publisher network brings new streams of revenue to publishers looking to monetize their content via ad-supported mobile distribution. The company also serves ad agencies with mobile media planning, purchasing, and distribution via its intuitive web-based SparkMobile Network.