Skweezer Inc. will begin distributing a new mobile banner advertising feed through a partnership with Smaato Inc.

Skweezer is a provider of mobile content optimization technology, mostly specializing in contextual mobile ads. With this partnership, Skweezer will step into the realm of graphical mobile banner advertising.

"We have complementary business models," said Kevin Perkins, CEO of Skweezer, Irvine, CA. "We do CPM text-based ads and Smaato does mobile banners. This partnership increases the breadth of our offerings so we can serve consistent value-adds with banners."

Smaato pulls ads from multiple networks and lets Skweezer build its distribution network.

Skweezer Ads is an online advertising service that provides text-based, cost-per-click ads to both mobile and desktop environments through a single ad feed.

The new partnership with Smaato will allow Skweezer to start offering banner-based cost-per-thousand impression ads created specifically for display on mobile platforms.

This mobile banner feed is available for international distribution, which supports Skweezer's presence in more than 175 countries.

"Smaato's open architecture platform allows us to dramatically expand our mobile advertising capabilities," Mr. Perkins said.

Initial traffic for the new mobile banner feed will be confined to 200 million requests per month and will be served to Skweezer Ads' India market.

Once the new feed has been thoroughly appraised and validated, it will be distributed throughout Skweezer Ads' global network of publishers, carriers and ad providers.

Smaato is a mobile advertising technology company that provides the open mobile advertising platform called SOMA.

The SOMA platform allows for the delivery of targeted display advertising to mobile phones within applications and on mobile sites.

"Through this partnership we are giving our advertisers tremendous distribution, as we can now supply the long end of the tail with contextual and banner ads as well," Mr. Perkins said.