AdMob and MADS Announce Global Strategic Partnership, Innovative Mobile Industry Leaders Plan to Accelerate Mobile Advertising

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MADS, Europe's premier technology leader in delivering highly targeted mobile advertising campaigns, today announced plans to enter into a highly strategic partnership with AdMob, the world's largest mobile advertising marketplace serving more than 4.6 billion mobile banner and text ads per month. Through this partnership, AdMob will offer MADS European network of premium publishers and operators the ability to seamlessly monetise their inventory via mobile advertising. The MADS Ad Server platform allows publishers and operators to directly source their inventory from media agencies and ad sales partners - and optimise campaigns across a variety of mobile channels. The partnership with AdMob now allows MADS clients the ability to integrate ads directly from the AdMob marketplace, resulting in compelling and high value monetisation.

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The AdMob-MADS strategic alliance unites two innovative, mobile advertising leaders and will help to grow the mobile advertising market

MADS, Europe's premier technology leader in delivering highly targeted mobile advertising campaigns, today announced plans to enter into a highly strategic partnership with AdMob, the world's largest mobile advertising marketplace. Through this partnership, AdMob will offer MADS European network of premium publishers and operators the ability to seamlessly monetise their inventory via the mobile marketplace.

"The AdMob-MADS strategic alliance unites two innovative, mobile advertising leaders and will help to grow the mobile advertising market," states AdMob's Vice President & Managing Director of EMEA, Thomas Schulz. "AdMob serves billions of targeted ads on the mobile Web and in applications every month and our new partnership with MADS will ensure it's even easier for advertisers to reach their target audience."

The MADS Ad Server platform allows publishers and operators to directly source their inventory from media agencies and ad sales partners - and optimise campaigns across a variety of mobile channels. The partnership with AdMob now allows MADS clients the ability to integrate ads directly from the AdMob marketplace, therefore delivering compelling and high value monetisation.

"The MADS network of operators and premium publishers currently generates over 300M ad requests per month in Europe alone. This inventory can now be sold into the AdMob marketplace," adds Ashu Mathura, CEO and founder of MADS. "This is a landmark for MADS as we are forging a unique partnership marrying MADS premier ad technology platform with the world's leading mobile advertising marketplace."

About MADS
MADS enables advertisers to reach the perfect audience at the perfect time with the perfect message - anywhere! MADS powers the full mobile advertising value chain, enabling operators, publishers and advertisers to deliver highly targeted campaigns to mobile consumers. The MADS ONE product suite includes: ONE for Operators, to create, manage and monetise mobile inventory; ONE for Agencies, to plan, book and optimise campaigns; and ONE for Advertisers, to track real-time campaign performance analytics and reports. MADS ONE unlocks powerful new revenue streams for operators and publishers across all mobile channels including: mobile internet, SMS and MMS push/insert, mobile video, mobile games and applications, idle screen and ring back tones. MADS enables advertisers to deploy dynamic, interactive, highly targeted mobile ads to consumers with the same confidence and control as online ads.

MADS currently processes over 300 million ad requests per month in Europe, and is the mobile advertising platform of choice for more than 150 operators and publishers across 15 countries. MADS ad-enabled operators include KPN Netherlands, and Vodafone operators in the Netherlands, Romania, Hungary, New Zealand and Greece amongst others. MADS was founded in 2006 and is a privately held company based in Amsterdam, The Netherlands. Visit http://www.mads.com to learn more.

About AdMob
AdMob is the world's largest and highest quality mobile advertising marketplace, serving more than 4.6 billion mobile banner and text ads per month. Incorporated in April 2006, AdMob allows advertisers to reach their customers on the mobile Web and enables publishers to increase the value of their mobile sites. AdMob makes it easy for publishers to monetise their mobile traffic and for advertisers to target and reach customers on the mobile Web in more than 160 countries.

AdMob has been named a 2008 Technology Pioneer by the World Economic Forum, one of Wired.com's 2008 Companies to Watch, and VentureBeat's MobileBeat 2008 Best Overall Mobile Startup / Best Mobile Infrastructure Company. To learn more about AdMob, visit http://www.admob.com.

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Mindy M. Hull
MADS
+31 (0) 65 072 4373
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Matt Watson
Rainier PR for AdMob
+44 (0) 20 7494 6582
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