The debate about which mobile ad networks boast the broadest reach may be ongoing, but if smaller networks and exchanges hope to compete with the likes of AOL’s Third Screen Media and AdMob, then they need to find ways to differentiate themselves. One way would be to expand the pool of available advertisers, which is what mobile ad and app exchange Mobclix is trying to do, by partnering with two online ad networks: AOL’s Advertising.com and Traffic Marketplace. The networks will pull Mobclix’s mobile ad inventory into their own platforms, giving their clients the ability to do online and mobile ad buys at the same time.

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The goal is to make it easier for advertisers to run mobile campaigns by giving them quick access to the inventory; Mobclix’s exchange also bundles mobile campaign analytics into the two networks’ existing performance reports. Palo Alto, Calif.-based Mobclix currently pulls in mobile banner and app inventory from JumpTap, Mojiva and VideoEgg, among others. It was founded in September 2008 by Krishna Subramanian, who also launched behavioral targeting network BlueLithium (which Yahoo acquired for $300 million in 2007). Mobclix is privately held.