According to NMA, Voda UK will terminate its two-year exclusive when the deal expires in June so that it can work with mutliple partners and thereby maximise  ad revenues.

The source added that the operator did not have plans to create its own in-house sales team.

The news won't surprise to many people. Because of the way mobile advertising has evolved, it makes little sense to make valuable inventory available to just one partner when there are so many aggressive ad sales specialists in the space.

Then there are the content providers themselves. Powerful media sales outfits like Sky are making mobile part of their own cross-media offering. Sky has been  selling its own inventory on the Vodafone Live! portal since November.

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