Mobile site developer and manager Crisp Wireless Inc. has partnered with AdMob Inc. and Nokia Interactive Advertising in a new ad-networks alliance.

The deal with the two mobile ad networks is designed to help Crisp publisher sites to improve the monetization and traffic of their sites. The Crisp sites will be added to AdMob and Nokia Interactive Advertising's inventory for advertisers to run ads.

"Our new advertising offering is a natural extension of our core services," said Tom Foran, newly named chief revenue officer of Crisp, New York. "In addition to optimizing the mobile content experience for premium publishers, we will now actively engage with them on mobile advertising.

"Our publishers are seeing increasing demand from advertisers and agencies," he said. "As their partner in mobile, they are asking us to help them navigate the complex web of carrier and ad network relationships."

The Crisp Wireless Publisher Network comprises more than 200 mobile Web from 45 media companies and brands including National Geographic, Time Mobile, NBC Sports, Gannett and USA Today, CondeNet, Hearst Digital Media, Discovery Communications, El Tiempo, Paramount Pictures and A&E Television Networks.

Crisp is known for its Crisp Wireless Index, a quarterly analytical look at visitor patterns across its publisher network.

The ad-network alliance is one more service for Crisp's publisher customers.

"With publisher approval, we will reach out to agencies and marketers as well," Mr. Foran said.

"Crisp will maximize ad coverage by allowing publishers to select amongst multiple ad networks," he said. "We will also work closely with our publishers to help their in-house sales teams to better understand and sell mobile.

"Through this combination, we believe we can give mobile publishers optimal control and higher ad revenue."

The relationship with Crisp has benefits for AdMob as well. The San Mateo, CA-based company is one of the leading mobile ad networks worldwide, delivering ads on behalf of advertisers to an array of mobile sites.

"We are partnering with Crisp Wireless to expand the reach of our publisher network and make it easy for their hundreds of publishers to effectively monetize their mobile content and traffic," said Jason Spero, vice president of marketing at AdMob.

"This relationship with Crisp Wireless will expand the reach of AdMob's publisher network and give our advertisers access to a new group of consumers," he said.

Indeed, reach is the name of the game. This deal will lead to the inclusion of Crisp's publishers in the Nokia Media Network.

Nokia is one of the largest mobile device manufacturers worldwide. But the Espoo, Finland-based company is expanding into mobile gaming and mobile advertising as part of plans to cement its place in the overall mobile ecosystem.

Aligning with AdMob and Nokia also helps Crisp in its own ambitions.

"This is helpful to Crisp in that it allows us to become a bigger player in the rapidly growing mobile advertising industry," Mr. Foran said.

"Becoming a trusted ad partner only strengthens our relationships with our best-in-breed media and entertainment clients," he said. "We will also engage in a more substantive way with ad buyers, a previously untapped business opportunity for Crisp."