Later this month, Yahoo will begin selling 3 UK banners and sponsored links ad inventory.
The Yahoo-sold adverts will be seen by visitors to Planet 3, which reaches a group of customers who have already demonstrated interest in mobile interest services.
For example, 3 UK's ad-funded music video service offers subscribers free music videos in return for watching a short targeted video ad and has 1.4 million registered users to date.
Geraldine Wilson, vice-president of Connected Life, Yahoo Europe, called 3UK a "great new addition" to its portfolio of mobile advertising partners.
3 UK was one of the first entrants into the mobile advertising space and claims to have the highest percentage of subscribers accessing mobile services of any phone operator.
Yahoo offers mobile advertising in 23 territories across Europe, Asia and America.
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