Azuki Systems and Ad Infuse reportedly will help media companies create rich, interactive mobile content services that will extend and enhance their brands, and also contribute to the bottom line.

 

Officials at Azuki Systems (News - Alert) say they’re powering a new generation of mobile media and Ad Infuse says it specializes in personalized mobile advertising solutions. The new alliance is expected to help content publishers customize the advertising experience for mobile users, and also give them access to advertising campaign tracking and reporting capabilities. The companies expect these capabilities to improve the efficiency and effectiveness of all partners in the mobile advertising value chain.

 

Under the agreement, Azuki’s interactive mobile media services platform has been integrated with Ad Infuse’s (News - Alert) adInMotion ad-serving platform and Maestro brokering engine.

 

Jim Ricotta, chief executive officer of Azuki Systems, said the alliance will allow customers to monetize more fully their mobile content and deliver a much more relevant experience to mobile users.

 

“Now we can provide much deeper insight into ad-campaign metrics and can help our customers achieve even greater success by maximizing advertising potential with external advertising resources,” Ricotta said.

 

According to Sam Harp, Azuki’s product line director, both partners are already serving some major media companies on the mobile Web and will now be able to provide better value to publishers.

 

Harp said that content providers are finding it difficult to make the transition to mobile and the Ad Infuse’s Maestro platform can help solve their problem. Maestro allows their clients to cast a wider net and source advertising from multiple ad networks at the same time.

 

“They can optimize the inventory that runs on their site and lift sell-through rates to maximize revenue,” Harp said. “Ad Infuse adds a crucial dimension to our product line and we could not be more pleased with the partnership.”

 

The partnership benefits everyone involved, said Ian Johnson, founder and EVP of business development of Ad Infuse. Content providers now have the tools to monetize rich media sites with relevant ads based on demographics, geography, viewed content, and many other criteria.