By nma.co.uk
http://www.mad.co.uk/Main/Home/Articles/299b01213a5c4d9b971bedcabc37a7ef/Bluestreak-follows-DoubleClick-with-plan-for-mobile-ad-serving.html
Marketing technology specialist Bluestreak has revealed that it will provide an ad-serving platform that integrates mobile and traditional online channels before the end of the year.
The news comes a week after rival DoubleClick said its leading DART ad-serving technology would be developed to integrate a mobile offering, thereby creating a one-stop shop for potential clients.
"We're very interested in mobile and are likely to be doing something similar in the year, although we'll face the same challenges as DoubleClick," said Dax Hamman, international operations manager at Bluestreak. "The main thing is that we're waiting for the customer, and the agencies we're working with aren't pushing as hard into the mobile space as DoubleClick would like to think."
Ari Paparo, VP of rich media for DoubleClick worldwide, said that mobile is now a viable opportunity for advertisers, even though there are obstacles to overcome. such as mobile browser quality.
"It's true that advertising on mobile is lacking in some respects, but it's moving in the right direction very rapidly," said Paparo. "Getting in the game is very important both for us and our clients."
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