Medio to serve ads over Amp’d

Medio Systems Inc. joined the mobile advertising stampede, unveiling a performance-based ad-serving network for both on-deck and off-deck activity.
Mobile virtual network operator Amp’d Mobile Inc. will be the first service provider to use the offering, which tracks user demographics, click-though histories and “behavioral trending analysis” to deliver targeted marketing messages. Medio Systems, which provides white-label search services for carriers, said it plans to disclose other operator deals for the service in the next few months.
“The key to effective pay-per-click mobile advertising will be the speed with which users find relevant results and associated advertising,” said Mike McSherry, senior vice president of emerging technologies for Amp’d. “On the mobile phone, advertising is considered content and we are excited to be the first operator to launch this partnership with Medio.”
Medio said the service will employ technology the company gained with last year’s acquisition of WebRelevance Inc.