CBS pacts with quartet for mobile ads

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NEW YORK -- CBS Corp.'s mobile division entered into partnerships with four mobile advertising companies in an effort to further monetize the network's content on cell phones and other PDAs, the conglomerate said Wednesday.

Under the agreement, CBS will team with Third Screen Media, Millenial Media, AdMob and Rhythm NewMedia in "open and nonexclusive" partnerships, the type that has become the "cornerstone" of the network's digital strategy.

"We believe mobile advertising is one of the biggest opportunities in the mobile world, and we want to be at the forefront of it," said Cyriac Roeding, executive vp mobile at CBS. "These companies are leading the mobile advertising marketplace in terms of intelligent ad serving and distribution technologies and services."

AdMob, which serves more than 350 million ads in the U.S. each month, specializes in banner and text ads. CBS will use this firm's ads on its Sportsline, CBS News and Show Buzz mobile pages.

Third Screen Media, which was acquired by AOL in May, provides management and delivery platforms for mobile ads. The firm has worked with Sportsline.com for several years.

Rhythm NewMedia, which is partially funded by the Carlyle Group, will focus on mobile video commercials, and Millenial also will provide mobile banner and text ads to CBS.

CBS is the first major network to work with AdMob, Millenial and Rhythm.
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