Yahoo in Ad Distribution Deal with Vodafone

While Google gets credit for being the first (just barely) to introduce mobile search ads in the U.S., Yahoo has been serving ads to handsets in Europe for a long time. Targeting sponsored links to phone users is still a much smarter prospect over there, where there’s more of a culture of acceptance around mobile content and marketing.

Yahoo’s now extended its European mobile advertising strategy by partnering with Vodafone to represent ad inventory on the U.K. carrier’s content services. Vodafone will offer service discounts to “customers who agree to accept carefully targeted display advertisements,” according to the companies. Vodafone platforms where ads will be served include live! portal, games, television and picture messaging services. The agreement will go into effect next year.

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