European mobile ad agency, MADS has announced plans to enter into a partnership with AdMob, the world's largest mobile advertising marketplace. Through this partnership, AdMob will offer MADS European network of premium publishers and operators the ability to monetise their inventory via the mobile marketplace."The AdMob-MADS strategic alliance unites two innovative,"The AdMob-MADS strategic alliance unites two innovative, "The AdMob-MADS strategic alliance unites two innovative, mobile advertising leaders and will help to grow the mobile advertising market," states AdMob's Vice President & Managing Director of EMEA, Thomas Schulz. "AdMob serves billions of targeted ads on the mobile Web and in applications every month and our new partnership with MADS will ensure it's even easier for advertisers to reach their target audience." The MADS Ad Server platform allows publishers and operators to directly source their inventory from media agencies and ad sales partners - and optimise campaigns across a variety of mobile channels.The partnership with AdMob now allows MADS clients the ability to integrate ads directly from the AdMob marketplace, therefore delivering compelling and high value monetisation. "The MADS network of operators and premium publishers currently generates over 300M ad requests per month in Europe alone. This inventory can now be sold into the AdMob marketplace," adds Ashu Mathura, CEO and founder of MADS. "This is a landmark for MADS as we are forging a unique partnership marrying MADS premier ad technology platform with the world's leading mobile advertising marketplace."Source: Cellular-news