Microsoft inks ad partnership with Quattro Wireless

Mobile advertising network Quattro Wireless announced a strategic partnership with Microsoft Advertising, promising advertisers and agencies the tools to more effectively plan, purchase and execute mobile ad campaigns. Per terms of the agreement, Quattro's ad targeting platform and publisher inventory will accept traffic from Microsoft Advertising's Atlas Media Console buy-side ad serving technology, offering advertisers and agencies an efficient option for setting up, tracking, billing and measuring an integrated mobile campaign--once a campaign is set up via Atlas Media Console, it can be seamlessly served across any publisher within the Quattro Ad Network, with Quattro partner integration tools simplifying mobile media planning and buying chores by refining the targeting method and dynamically serving ads based on the subscriber's mobile device and screen size. In addition, media planners and buyers may work directly with Quattro to further extend their reach and placement alternatives.

The Quattro partnership heralds Microsoft's second significant mobile advertising agreement in the span of about a week; on Wednesday, the software Goliath confirmed [1] a mobile search partnership with Verizon Wireless, agreeing to provide portal, local and Internet search as well as mobile advertising services on the operator's devices. According to Verizon, Microsoft Live Search integration will enable easier access to context-relevant search results--Microsoft will also manage display advertising, promising a one-stop integrated channel for advertisers and ad agencies to target mobile users.

For more on the Quattro/Microsoft deal:
- read this release [2]

Related articles:
Quattro Wireless [3] debuts GetMobile.com
Advertising Age goes mobile via Quattro Wireless [4]