Telecoms technology company Ericsson has expanded into the mobile advertising business. It's launched AdMarket, an open, global market for buying and selling targeted mobile advertising. Network operators and content publishers will be able to use AdMarket to deliver advertising on mobile websites and other digital properties, enabling consumers to receive targeted advertising on their mobile phones. AdMarket promises to be a 'one-stop-shop' that handles technology requirements, relationships and settlements for the entire mobile advertising ecosystem.
Christina Bäck, head of Ericsson's advertising business, said "Extending our role in mobile advertising by introducing AdMarket is a natural step for us and our customers. With our telecoms expertise, global reach and local presence with operators in 175 countries, we are better equipped than anyone else to bring telecom assets to the mobile advertising industry. Cooperating across industries, leveraging the stakeholders’ unique capabilities, is the key to success."