Mobile ad network Quattro Wireless has partnered with uLocate, a publisher of mobile location-based services to give brands more opportunities in advertising.

The deal extends Quattro's In-App Network by leveraging uLocate's Where application to deliver location-based overlays for Quattro's iPhone ad units. Quattro and uLocate will develop new ad-sponsorships for location-based keyword search, widgets and map options within Where.

"This partnership with uLocate helps us to leap into the iPhone application business," said Eswar Priyadarshan, chief technology officer of Quattro, Waltham, MA.

"Let's say you are Toyota and you are trying to promote your Hybrid vehicle," he said. "You can place ads into the GasBuddy iPhone app. Since the people who download it are interested in saving in gas, it's safe to assume they may be interested in hybrid cars."

Where is one of the most downloaded location-based applications in Apple's iPhone App Store.

The application will use Quattro's ad serving platform to enable targeted in-application ads to be served to iPhone users based on contextual, demographic, and behavioral and location information.

Where's location-based service will be added to Quattro's Video, Call, In-Application, iTunes and Popover iPhone ad units.

Under the deal, ad inventory for the Where application on the iPhone is available exclusively through the Quattro In-App Network and for Quattro advertisers such as Toyota, Herbal Essences, Sony, Comcast and LionsGate.

"People who click through to the ads are routed to a landing page that can help drive them in-store," Mr. Priyadarshan said. "It all very simple for the user and just a few clicks away."

Where helps users connect with the people, places and things around them by delivering geographically relevant retail, business and event information, as well as entertainment content.

Quattro and Where will enable rich advertising opportunity with search-to-map keyword advertising whereby search results can be paired with contextual advertisements.

For example, Walgreens could purchase the keywords "headache" and "Advil" to drive consumers to the closest store.

Widget sponsorship allows multi-product or multi-channel brands such as Wal-Mart or Staples to highlight their store locations on the widget map home page and provide product specials.

Where widget banners inside BuddyBeacon and Local Search will be targeted to user behavior and widget type as well as provide functionality such as click-to-maps or click-to-video -- to extend the interactive advertising experience.

We are letting our advertisers tap into the interactivity of our ad units," said Steven Rosenblatt, vice president of advertising sales at Quattro. "The targeting is a lot like targeting online but with the proximity of mobile."