T-Mobile's media agency MediaCom has used Eyeblaster's ad campaign manager to serve ads across the Nokia Media Network, spanning multiple mobile and online publishers.
Mobile campaigns are usually run with individual publishers' ad serving technologies, but the use of third pary ad servers means that advertisers could soon benefit from more transparent reporting.
MediaCom director of digital Stefan Bardega said the campaign is the first instance of an ad being delivered to a mobile site by a third party.
He said that a lack of integrated analytics and ad serving for agencies had been a concern for scaling mobile advertising.
"Third-party ad serving was really what drove the growth of web advertising, and the emergence of Eyeblaster's technology represents a similar milestone in mobile advertising."
This enables the agencies to monitor the delivery of the ad on mobile web pages without relying on the publisher, giving us a third party independent source of data about how the ad has performed in terms of delivery and response."
MediaCom uses the platform to serve ads across multiple mobile publishers while receiving third-party delivery data, unified cross-channel reports and real-time optimisation.
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