Benjamin Li
May 5, 2010

Madhouse partners with Far EasTone Telecommunications in cross-carrier mobile advertising

SHANGHAI - Renowned Chinese mobile advertising network Madhouse Inc. has announced a strategic partnership with Taiwanese mobile carrier Far EasTone Telecommunications, to help develop and enable Far EasTone's cross-carrier mobile internet advertising network in Taiwan.

Madhouse partners with Far EasTone Telecommunications in cross-carrier mobile advertising
Madhouse has licensed its MadPlatform mobile internet ad serving system to Far EasTone, which will enable targeting by carrier, handset brand, model and pricing, among others.

The platform supports more advanced options such as targeting by geography, user demographics, payment plans, and other user data.

Far EasTone Telecommunications will now be able to help publishers and developers monetise their ad inventory more effectively to serve users relevant mobile ads.

“Far EasTone is committed to driving innovation and excellence in mobile’s ecosystem. Madhouse’s MadPlatform will help us create a cross-operator mobile ad network in Taiwan and utilize advanced ad serving and inventory management capabilities to help monetise inventory on that network,” said Roger Chen, VP of product and service incubation and enabling at Far EasTone Telecommunications.

“In addition to their technological platform, Madhouse’s four years of experience in China and operational know-how have helped us ramp-up our mobile advertising operations much more quickly than would have been otherwise possible.”

According to Joshua Maa (pictured), CEO and founder of Madhouse Inc.: “Our strategic partnership with Far EasTone marks our first MadPlatform partnership outside of Mainland China and forms the cornerstone of our international strategy."

“Far EasTone’s adoption of our MadPlatform solution marks a potential new business for Madhouse, and we are glad to see the value of our ad serving technology, and mobile internet advertising in general, being recognised elsewhere in Asia.”

Source:
Campaign China

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