MobileActive launches Oz mobile ad alliance

IDEA will 'fast track mobile advertising solutions for businesses'.

The venture has been created by 4th Screen Advertising Australia, which is majority owned by content firm MobileActive,  and local ad agency Ikon.

IDEA is an acronym for Innovation, Development and Education Alliance.

The project is powered by 4th Screen's proprietary mobile ad-serving platform Mpression, and sits within MobileActive’s B2B division, Mobile Embrace.

Its owners say it complements the existing infrastructure Mobile Embrace offers to clients, including mobile internet and applications publishing, multichannel digital marketing solutions, m-commerce and billing, messaging and more.

Peter Birch, Managing Director of 4th Screen, said:  “The alliance is designed to provide agencies and clients with complete end-to-end mobile solutions using our proven experience in other markets where we are well established, delivering advanced publishing, messaging and advertising platforms”.