Mobile technology and content provider Didmo has joined forces with AdMarvel to integrate advertising delivery and tracking on the Magmito and Didmo Games mobile content networks.

AdMarvel, a provider of mobile advertising mediation services, will place, provision, manage and track advertising for Didmo's user-generated mobile content service, Magmito, and its mobile gaming platform, Didmo Games. The company's mobile applications are provided virtually free for users, subsidized by targeted advertising.

"Didmo wants to ensure we provide the most comprehensive and compelling advertising experience for both end users and advertisers on the Didmo network, both with respect to Didmo Games and Magmito," said Roberto Chaves, CEO of Didmo, Stockholm, Sweden. "For this reason, we chose AdMarvel to serve as our technology provider.

"From sourcing advertisers from their global network to optimizing campaigns and providing reporting tools, the value is unparalleled, especially when it comes to seamless integration with our existing platform," he said. "For AdMarvel, they will benefit from Magmito's unique ability to distribute ads, embedded in useful user-generated applications, to any mobile user on any device or carrier.

"This will both broaden the reach of mobile advertisers while at the same time refining their targeting."

As a third party in mobile advertising, AdMarvel enables mobile publishers to source, provision, manage and track advertising from virtually any ad network around the world and direct sourced advertising inventory.

AdMarvel works on behalf of mobile publishers to optimize advertising inventory to deliver higher revenue.

AdMarvel services work across the mobile Web, WAP, SMS, MMS, in-application, idle-screen and video modalities.

AdMarvel works with a broad range of players in the ad ecosystem, including ad networks, carriers, publisher enablers and infrastructure providers, to improve the performance of mobile advertising.

"We are focused on optimizing our products for all members of the value chain, from advertisers to content creators and end users," Mr. Chaves said. "AdMarvel gives us access to a complete network of advertisers worldwide and we're eager to showcase the power of our platform to reach mobile users everywhere."

Didmo is a mobile technology and content provider that offers free entertainment and user-generated content supported by ad campaigns.

The company launched its free-to-play mobile gaming service Didmo Games in 2006, offering an extensive library of games that may be downloaded and played for free.

Its latest offering, Magmito, lets anyone create and share their own content, delivered directly to the mobile device.

Didmo's ad-supported content delivery platform serves consumers, content publishers and advertising agencies worldwide.

Didmo advertisers can select various formats and sizes, from full-screen to partial.

"Our technology and relationship with AdMarvel also empowers advertisers from large brands to mom-and-pop shops to reach their prospects by targeting specific application categories and geographic locations, such as all wedding applications in Sweden or little league sports teams in Small Town, USA," Mr. Chaves said.

"Didmo provides mobile content creation for free with Magmito," he said. "Users pay for low-cost SMS distribution of their applications to their contacts."

For users who elect to have their applications sponsored by advertising, they pay lower fees than those who opt-out of advertising.

"Didmo makes a small percentage from the SMS fees and generates revenue from advertising," Mr. Chaves said. "For corporate users wishing to white-label Magmito for branded mobile marketing, Didmo charges additional fees.

"For Didmo Games, Didmo generates revenue from game sales as well as in-game advertising," he said.