Third Screen, iLoop join forces to automate mobile ad tracking

Third Screen Media Inc. and iLoop Mobile plan to work together to help companies looking to generate advertising revenue from their wireless Web sites.
The deal looks to integrate iLoop’s technology, which is designed to simplify the processes for developing and managing mobile Internet sites, with Third Screen’s ad-placement platform. The combined offering is expected to allow brands, advertising agencies and others to automate ad-serving and reporting metrics, the companies said.
“Advertising has become a key enabler for the delivery of personalized, innovative mobile media,” said Third Screen CEO Tom Burgess. “Our partnership with iLoop Mobile enables organizations using the mFinity platform to effectively reach individual mobile device users and to reap the financial rewards of mobile advertising in a simple and cost-effective way.”
Time Warner Inc.’s AOL Internet division announced last month that it is planning to acquire Third Screen for an undisclosed amount. As wireless carriers begin to accept advertising as part of their content offerings, marketing companies and brands are demanding more tools to measure audience reach and track the effectiveness of ad campaigns.