Mighty Mini Mobile Ad Network

Today Amp'd and Medio announced their partnership to create an ad network on the Amp'd portal in the US. With less than one percent of the number of subscribers that a AT&T/Cingular or Verizon has, one may ask: "What is the big deal?"

It's a big deal because Amp'd subscribers crank through an unreal number of page views each month on their way to consuming $30 in data services each month.

The $$ add up on a per subscriber basis as measured by a relative potential increase in ARPU. And, these subscribers buy stuff - valuable target audience.

Aside from the Amp'd deal, it's another step in the direction of aggregating inventory. To attract real ad dollars, an ad network needs to serve up a lot of inventory and do so cost effectively. Whether Medio sells the inventory itself directly is less relevant - it's important that they roll it up and monetize it the best they can by allowing sophisticated targeting.

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