14 DAY TRIAL // AdMarvel, a provider of mobile advertising services, has teamed up with PointRoll, a wholly owned subsidiary of Gannett Co., Inc., to launch the iPad Advertising Platform. Combining PointRoll’s scalable media technology with AdMarvel’s mobile advertising capabilities, the initiative is part of a broader partnership, with the final aim to monetize ad revenue on the industry’s distribution channels, the two companies report.
AdMarvel enables mobile developers, publishers and carriers to source, provision, manage and track advertising from any ad network, or direct sourced advertising inventory, thus making mobile advertising work for the best of everyone, according to the company. Its partnership with PointRoll will allegedly see both developers and publishers benefit from this deal. For them, AdMarvel mentions an easy-to-integrate, managed service platform to maximize ad revenue. For marketers and ad networks, the iPad Advertising Platform is said to maximize visibility and efficiency.
“The iPad and mobile devices in general represent a great opportunity for both publishers and advertisers to engage consumers,” Mahi de Silva, CEO at AdMarvel, said. “The iPhone was a quantum leap in mobile phone usability and interaction, creating a new paradigm for rich media advertising. The iPad promises to take this to the next level. Most of the legacy advertising infrastructure designed for desktops and laptops will not work on the iPad – but this is a tremendous opportunity for advertisers to explore new, more relevant and better performing engagement models for advertising.”
“We are very pleased to partner with AdMarvel to enable marketers and publishers to deliver memorable and measurable PointRoll campaigns across mobile environments,” Max Mead, vice president, Business Development & Strategy at PointRoll Inc., explained. “It’s extremely important to us that the campaigns we deliver create an interactive and engaging user experience on whatever platform they appear. With the iPad, it’s not just about repurposing mobile technology on a larger ad space, but enabling marketers and publishers to meaningfully connect with consumers.”
Visit www.admarvel.com for more information.
Softpedia reported in January that Apple had acquired Quattro, an advertising company, for $275 million. At the time, we noted that the move could have never occurred, had Apple been able to acquire AdMob, the premiere advertiser on smartphone platforms today. Left with smaller firms to choose from, Apple apparently did what it could to enter this market niche as soon as possible. The Mac maker has also filed for a patent application regarding an ad-supported operating system. Softpedia noted in October (2009) that the patent was a way for Apple to secure its ideas for whatever the future might hold.