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The two mobile specialists will offer networks, agencies and brands video mobile inventory, together with key metrics such as ad viewing data.

As part of the collaboration, Amobee will work with media agencies to source ads, as well as provide ad server and sourcing capabilities. QuickPlay will use its technology to stream video and provide real-time video ad insertion to mobile content services.

The service has already been taken up by Vodafone Italy's FreeVideo service, which gives users free access to a range of video content.

QuickPlay chief executive Wayne Purboo said he hoped the service would boost the take-up of mobile video advertising.

He said: "Advertising will be a large part of the business model for mobile media and, together with Amboee, we look forward to further lowering the barrier to entry for consumers to enjoy mobile video services."