There are three “inefficiencies” in the Canadian mobile market that Neil Sweeney, president and CEO of Toronto-based marketing company Juice Mobile, is committed to addressing: how ad units are measured, how inventory is purchased and how mobile affects commerce.

The marketing company is a few months away from rolling out three products that individually tackle each of these areas. Yesterday Juice said it will provide those tools to Maple Leaf Sports & Entertainment, Quebecor, St. Joseph Media, Corus Entertainment and Shaw Media.

The partnership will be the first step for Canadian publishers to “start thinking beyond the banner” and move to the next level in mobile, says Sweeney, adding the company will provide three-years of dedicated mobile experience and knowledge; specifically with regards to rich media executions and monetization strategies.

“One thing that’s happening in mobile is that publishers are increasingly having a difficult time differentiating themselves with traditional mobile ad units,” he says. “The most obvious example is the standard ad banner. We expose them to some of the richer units that have higher engagement and interactivity and that are more measurable.”

Juice decided to partner with the five media companies because of their progressive attitude toward new trends in the mobile space, as well the audiences they can deliver to Juice’s clients. “At the end of the day, brands want to be in a safe environment and they want to be associated with high-quality publishers,” Sweeney says.