Mobile ad network Quattro Wireless has partnered with Microsoft Advertising to help advertisers and agencies plan, buy and execute mobile advertising as part of their integrated marketing campaign.

Quattro's ad targeting platform and publisher inventory will have the ability to accept traffic from Microsoft Advertising's Atlas Media Console buy-side ad serving technology, which will offer advertisers and agencies an option in setting up, tracking, billing and measuring an integrated mobile campaign.

"Advertisers coming into the space are starting to realize that mobile is a very efficient medium that drives positive ROI," said Steven Rosenblatt, New York-based vice president of advertising sales for Quattro Wireless.

"Maybe the space on the screen isn't as big as other media, but the ability to target and drive results is a major benefit of mobile -- and it couldn't be better timed in a poor economy," he said.

"What we're announcing is a big deal because advertisers have been asking for something like this that would make it easier to buy ad inventory in the mobile space."

With this strategic collaboration, mobile campaigns are set-up through the Microsoft Advertising's Atlas Media Console and, together with Quattro's ad-targeting platform, can be served across any publisher within the Quattro Ad Network.

The Quattro partner integration is designed to simplify the complexity of mobile media planning and buying by refining the targeting method and dynamically serving ads based on the consumer's mobile device and relative screen size.

Additionally, media planners and buyers will be able to work directly with Quattro's publisher network to extend their reach and placement options.

"There's been a lot of demand for mobile advertising, but the obstacle has been finding a way for agencies to buy mobile as they buy their online media," Mr. Rosenblatt said. "Agencies and clients are looking to simplify the buying and tracking process, and one way to do that is allowing them to traffic and track advertising though their existing online ad servers.

"A lot of agencies use Atlas Media Console for their third-party ad serving," he said. "This partnership allows agencies who are Atlas customers on the online side track mobile ads and serve everything through one interface.

"Microsoft can now offer this solution to its clients looking to serve mobile advertising more easily."

Microsoft said that it shares Quattro's vision for advancing mobile as a key marketing platform.

All agencies using Microsoft Advertising's Atlas Media Console will be able to take advantage of the built-in advertising tools for increased accessibility to Quattro's network and simplified processes for the inclusion of mobile advertising.

Quattro Wireless is a mobile advertising network specializing in taking clients' wired assets to wireless devices.

Advertisers partner with Quattro to design, develop and serve targeted and interactive campaigns to the Quattro network audience.

Publishers use Quattro's proprietary mobilization technology and interactive feature set to launch ad-supported mobile Web versions of their wired Web sites.

Quattro builds mobile Web sites and hosts and sells ads for publishers such as the NFL, TMZ, CBS News, CNET, College Humor, the NHL and Car and Driver.

Quattro also sells mobile ads on behalf of sites such as MySpace, Fandango and TV Guide.

"We are able to serve ads across the mobile Web/WAP, SMS and in-application, as well as video," Mr. Rosenblatt said. "What we continue to hear is that first and foremost display ads, graphical ads, are the most popular, then ads within applications, both graphical and text ads.

"Video is becoming more important, as is SMS advertising," he said. "The majority is on the display and text side, text ads, and that's going to continue in 2009.

"One thing Quattro brings to the table, it's all about the targeting, what you do with your creatives."