Mophap Teams with Accipiter to Bring Online and Mobile Ad Serving Together (Mophap) | Mobile Marketing Association
December 4, 2006




Mophap Teams with Accipiter to Bring Online and Mobile Ad Serving Together

LOS ANGELES, CA, Nov. 28, 2006 – Today at the Mobile Marketing Association (MMA) Forum, Mobile Phone Applications, Inc. (MoPhap), a leading mobile ad server technology provider and publisher network, announced a strategic technology licensing and marketing agreement with Accipiter Solutions, Inc., a digital advertising technology innovator since 1996. The partnership integrates Mophap’s SparkMobile™ Network, capable of delivering the widest range of mobile ad units in the industry, with Accipiter’s online ad management solution to deliver an end-to-end mobile ad solution that offers the same level of analytics, accountability and granular targeting required by the most demanding web publishers and advertisers.

Under the terms of the agreement, Mophap will leverage Accipiter’s technology to drive adoption of mobile advertising. As next generation mobile phones and wireless devices offer content providers new channels of distribution, the MoPhap/Accipiter alliance will offer publishers compelling ways to monetize their content via advertising, while providing advertisers and marketers with an intuitive, web-based system to manage their entire mobile campaigns.

“We view this relationship as a win/win for companies as well as the entire publishing and advertising industries,” declared Robert Walczak, MoPhap Founder and CEO. “With the number of mobile web users expected to grow exponentially over the next five years, the cell phone represents the next big point of customer interaction. This partnership underscores the need to standardize mobile ad delivery and measurement by providing advertisers with the metrics and accountability they have come to expect with online ad serving,” added Walczak.

“This alliance will enable us to broaden our mobile ad serving solutions and help contribute to Accipiter’s vision of a unified ad platform,” said Brian Handly, Accipiter CEO.

Mophap’s platform supports many types of mobile ads, which is a major benefit to publishers and advertisers. MoPhap has also created the industry’s first mobile cookie, which functions exactly like the standard cookie used in web-based ad tracking. Mophap’s ability to narrowcast, or facilitate an extremely targeted ad campaign, is extremely compelling from a media planning perspective and maximizes a publisher’s revenue potential.

MoPhap has developed the most comprehensive mobile Ad Serving platform, enabling mobile web publishers to serve Banners (header & footer), Interstitial and Mobi-2-Step. MoPhap ads comply with all current MMA and CTIA mobile web advertising standards. The platform also facilitates SMS/MMS text messaging campaigns, in-download and various video formats, as well as click-to-call and simple reply (yes/no) direct response actions.

Mophap’s SparkMobile platform will be integrated directly into Accipiter’s online ad management solution, AdManager. AdManager supports and delivers ads in any rich media format, including RSS feeds, podcasts, blogs, in-game, mobile, and streaming audio and video. AdManager allows publishers to increase targeting capabilities, speed ad delivery, and monitor and control inventory projections in real-time, leading to higher CPMs and less unsold inventory.

The agreement also allows MoPhap to tap Accipiter’s AdManager infrastructure to provide advanced tracking, reporting and metrics analysis on behalf of its publisher network customer base.

About Accipiter Accipiter provides publishers and advertisers with innovative technology and services to maximize their online advertising investments and create additional sources of revenue.

Accipiter has been serving and enriching the digital advertising industry since 1996. As a pioneer and leader in online ad management, Accipiter offers a comprehensive, unified ad platform encompassing ad serving, ad trafficking, behavioral targeting, a bid-for-placement system and a powerful advertising marketplace. AdManager, Accipiter’s core application, delivers over 50 billion ads monthly across all rich media types to over 350 leading publishers in more than 30 countries around the world. Accipiter’s ad marketplace is comprised of approximately 5,000 registered publishers and 14,000 registered advertisers, reaching an estimated 25 million consumers globally.

Maximize revenue across new mediums with Accipiter. For more information, please visit www.accipiter.com.

AdManager is a trademark of Accipiter Solutions, Inc. All other company and product names may be trademarks or service marks of the company with which they are associated.

About MoPhap Based in New York City, MoPhap has created the ad industry’s most robust mobile ad server, delivering more ad formats to mobile web-enabled handsets than any other. MoPhap’s publisher network brings new streams of revenue to publishers looking to leverage and monetize their content via ad-supported mobile distribution. The company also serves top-tier ad agencies and marketers with mobile media planning, purchasing, and distribution via its intuitive web-based SparkMobile Network. For more information, visit www.mophap.com.

Contact: Richard Krueger MoPhap (212) 784-9273 [email protected] Emily Eubanks Accipiter Solutions, Inc. Phone: 919-719-4539 [email protected]