The dotMobi domain service has produced its first mobiThinking guide to mobile advertising networks, profiling nine companies that help place mobile advertising on publisher sites.

The list of profiled networks comprises AdMob, BuzzCity, InMobi, Jumptap, Madhouse, Quattro Wireless, Advertising.com/AOL, Nokia Interactive Advertising and Pudding Media.

?This was partly achieved through recommendation from industry experts,? said Andy Favell, editor of mobiThinking, Dublin, Ireland. ?We asked mobile media buyers what networks they used, reputation and the willingness of the mobile advertising networks to share this information.

?One CMO from an established U.S.-based network said he wasn't ready to publicize this data ? that's a great endorsement for his competitors in this guide who see the value in embracing transparency,? he said.

While mobile advertising is growing worldwide, mobiThinking?s team thought there was not enough information on mobile ad networks and the role they played in connecting marketers to mobile Web sites.

Only the messenger
MobiThinking has divided the networks into three loose categories. There is considerable overlap based on the business model of these networks.

In the blind networks category fall AdMob, BuzzCity and InMobi.

Blind networks are the largest by comparison, offering a high volume of advertising served mainly to independent mobile publisher sites and applications. They are supplement by premium publishers? unfilled inventory.

While blind networks allow for targeting by country and content channels such as news and sports, they typically do not let advertisers choose by specific Web site.

Cost per click is the currency for blind networks, with non-targeted, run-of-network ads starting at a penny CPC. Publishers usually receive a 55 percent to 65 percent share of what the advertiser pays.

Premium blind networks are more midsized and attract a higher proportion of brand advertising paid for on a cost-per-thousand basis. They also boast more premium publishers such as highly trafficked sites such as news brands, broadcasters and wireless carrier portals.

Costs of advertising through premium blind networks can go as high as $20 CPMs.

MobiThinking bucketed Jumptap, Madhouse and Quattro Wireless in the premium blind networks category.

The final listing of premium networks comprises Advertising.com/AOL, Nokia Interactive Advertising and Pudding Media.

Premium networks focus on a few prestigious publishers including carriers and big brands. Nokia and AOL sell most of their mobile inventory on Nokia and AOL mobile sites, while the others may use premium networks as an extension of their direct sales force.

Given their premium inventory, advertisers may pay CPMs anywhere from $5 to $75 to secure prime advertising positions. While deals are mostly negotiated, publishers typically keep 50 percent to 70 percent of the ad revenue.

Mobile ad networks perform an invaluable role for mobile publishers who lack a direct sales force or advertisers who do not have the mobile media-buying expertise, Mr. Favell said.

Many publishers also supplement direct sales efforts with selling inventory through a mobile ad network.

?These nine are the starting point,? Mr. Favell said about the featured networks. ?We hope to add more mobile ad networks as they are recommended or they become more willing to open up.?

Please click here to access the guide.