Quattro Wireless Puts Mobile Ad Inventory in Microsoft's Atlas

Mobile ad network Quattro Wireless is making its ad inventory available through Microsoft’s Atlas Media Console, a dashboard used by ad agencies and advertisers for media buying and planning. The buy-side solution is designed to make it easier to integrate mobile display ad campaigns with other digital ad formats.

A hurdle to the growth of mobile ad spending has been the silos separating media platforms. Traditional forms of online media such as display, video, e-mail, and search are bought through DoubleClick’s DART or Microsoft’s Atlas. Yet mobile is still bought separately through a mobile ad network. That’s slowly starting to change, due to developments such as the agreement between Quattro Wireless and Microsoft

“We are working with Microsoft to be able to close the discrepancy gap,” said Steven Rosenblatt, vice president of advertising sales at Quattro Wireless. “To allow agencies to buy mobile the way they buy online from a tracking perspective…It’s a very easy extension of an online media plan.”

Mobile ad networks and ad platforms such as DoubleClick have partnered on the publisher side since as early as last spring. Obstacles to the buy-side have been cookies, tracking, and targeting. “We’ve figured out how to do server-side tracking,” Eswar Priyadarshan, CTO of Quattro Wireless, told ClickZ News.

Quattro’s integration with Atlas follows an earlier buy-side integration between Eyeblaster and Nokia announced in December.

Terms of the Microsoft-Quattro agreement were not available.