Online ad network Kontera is now offering mobile advertising services to its established client list, which includes top-notch brands such as Ford, Microsoft and Procter & Gamble.

The company now offers two mobile services. Kontera provides context based targeting for mobile text and display ads for both advertisers and publishers on mobile phones and tablets that run either Apple?s iOS or Google?s Android operating system. 

?The news today is twofold,? said Assaf Henkin, founder of Kontera, New York. ?We introduced two new offerings which place us solidly within the mobile space and we are quite delighted to bring it to market.

?Our offerings dovetail into the evolution of the mobile space,? he said. ?Our strong belief is that understanding the context in which the user is in is key for monetization.

?We are delivering services that ensure that the ads that run on mobile publishers? sites are relevant. This way, publishers can monetize their content and at the same time advertisers get greater engagement from users.?

Kontera delivers its capabilities to the market through multiple partners. It is the exclusive in-content analysis and engagement engine for more than 15,000 Web publishers, for whom it analyzes more than 2.6 billion monthly page-views in real time, and thus brings relevant content and ads to more than 140 million unique users.

Already, Kontera?s mobile services are live across its more than 15,000 publishing partners, including Fox News, US News, Oxygen and Men?s Fitness.  

Kontera is using its science and real-time platform for determining users? interests and intent as the foundation for its mobile advertising play. The platform provides targeted placement for advertisers and monetization opportunities for publishers.

Related links
Related links are shown to users whenever they opt to learn more about a specific topic with which they are engaged.

Multiple links to related content are returned by Kontera?s Synapse platform, and the user is able to swipe to see more information from across the mobile Web.

Kontera?s informational links are cleanly embedded within the publishers? content to trigger delivery of specific information and topics that are most relevant to the user.

Mobile ads
Ads with relevant offerings are displayed to the user, matching the interest and the intent determined by Kontera?s Synapse platform.  

Publishers benefit from a clean advertising format that is unobtrusive, does not require additional real estate within an already small screen and does not get pinched or zoomed off of the screen.

Kontera?s real-time Synapse Engine uses semantic and Web trend analysis to understand and instantly react to users? intent with relevant information and ads.

With Kontera, users find information that is relevant to their interests, publishers increase interaction with their content and advertisers gain greater targeting precision and brand engagement.

?Already we have trafficked quite a few mobile campaigns during our beta-testing and are getting some good results,? Mr. Henkin said.

Final take
This video explains how Kontera's contextual advertising works online. Its mobile products are based on the same idea.
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