Hyde Park, Mass.-based mobile software firm Third Screen Media has launched a software platform to streamline ad management and delivery over mobile networks. MADX/Publisher is a web-based software platform that links advertisers, publishers and mobile carriers on one interface. The tool is an end-to-end manager, taking on ad space creation, inventory forecasting/management, campaign creation, trafficking and targeting, among others. So far signed are content publishers The Weather Channel, USA Today and MSN. Agency clients include Starcom, Digitas and MPG. Says Jeff Janer, executive VP, marketing and client services: ‘Our revenue model is based on a set-up fee for ad enablement, annual subscription fees for access to the software and transactional CPM ad serving fees based on volume. Actual cost to the publisher varies depending upon their size.’
