White-label mobile search provider Medio Systems has jumped on the ad-serving bandwagon, taking the wraps of its performance-based Medio MobileNow Ad Network. Amp’d Mobile will be the first of Medio’s operator customers to use the network to deliver sponsored ads next to search results. Other operator customers (Medio’s current partners include Verizon Wireless, T-Mobile and TELUS Mobility) are expected to come on board in the “next 90 days,” the company said in a statement.

Medio’s network will promote both on-portal content belonging to Amp’d, as well as Medio’s off-deck mobile network. Put simply, ad placement on the search results pages will promote a mix of on and off-portal content and advertisers. What’s more, Medio’s scheme will share ad revenues with the off-portal publishers and participating independent mobile site owners who are a part of the MobileNow network. To grow the off-deck network, increase volume and make the whole procedure a no-brainer for independent publishers Medio will also handle ad sales, process targeted ad delivery and offer online reports. Medio’s ad serving scheme, which is based on the contextual ad platform it acquired when it snapped up WebRelevance last year, will try to target ads based on a user’s search behavior, click-through history, demographics and geography.

—Medio has also sealed a deal with Ingenio, a provider of pay-per-call advertising whose search customers include JumpTap, AOL Mobile, Go2 and Windows Live Mobile. The partnership means Ingenio advertisers’ pay-per-call ads will be targeted across the MobileNow Ad Network.
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