Amobee releases digital application ad platform for Android, iPhone

Mobile ad solution provider Amobee Media Systems has released its Handset Application Programming Interface (HAPI) for the Google Android operating system and the iPhone. Previously available on Qualcomm's Binary Runtime Environment for Wireless (BREW), the Java ME platform, Blackberry and Symbian, HAPI gives mobile operators the ability to serve ad impressions into mobile applications.

"We're giving operators control over advertising flow, which is what makes us unique and different,” said Patrick Parodi, Amobee's CMO and GM. “We're not an ad network, so we're not buying and selling advertising, we're enabling phone operators to become publishers.”

Parodi added that this is a great way to create value for mobile consumers, as they are increasingly using their mobile devices for more than just making phone calls.

“It's also significant for application developers who are using free-to-air models [not charging for applications] because they can monetize through advertising,” Parodi said. “This represents a new way of engaging with the mobile audience and provide operators the ability to target new users in a protected, trusted and controlled environment.”

This interface can be used for both advertisements within applications as well as branded applications. Amobee did not name any specific clients.