Mobile ad firms team for Haiti fundraising effort

Mobile advertising firms including AdMob, Millennial Media, Jumptap, Eyeblaster, Ringleader Digital and Microsoft Advertising announced they are collaborating with mobile donations solutions provider Mobile Accord to broaden the reach of the American Red Cross's text messaging campaign to raise funds for the Haitian relief effort. The firms donated their time and ad-serving fees to extend the Red Cross campaign across publisher sites including MSN Mobile, Hotmail, Windows Live Messenger Mobile and E! Online--the sites, which donated inventory for the campaign, feature banner advertisements encouraging subscribers to click for details on making a donation the Red Cross, also providing the shortcode (Text "HAITI" 90999) to add a $10 donation to their monthly mobile bill.

Last week, the Mobile Giving Foundation said more than $30 million had been collected from mobile subscribers in the aftermath of the massive earthquake that struck Haiti on Jan. 12. Meanwhile, Verizon Wireless said it had transmitted $4.84 million to the American Red Cross, and that its customers had pledged at least $7.82 million to the relief effort so far. 

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