The Guardian has renewed its exclusive contract with premium mobile ad agency, 4th Screen Advertising, to deliver rich media mobile advertising to its UK mobile inventory.

4th Screen has been working with the Guardian for the past three years, during which time it has served millions of targeted mobile ads from brands such as Samsung, Sky, Peugeot and M&S. Rich media formats that 4th Screen has deployed across the Guardian’s mobile inventory include iSlide tap to expand, video, calendar integration, and rich media overlays. All ads served by 4th Screen’s Mpression platform benefit from detailed ad-targeting, which is derived from user analysis at the publisher level and includes parameters such as age, location, time-of-day and gender.

“We are very pleased to continue our association with 4th Screen, who, in collaboration with our trading teams, are delivering strong and consistent revenue growth, whilst producing rich media formats which are of great benefit to our clients,” says Guardian News Media mobile sales manager, Lee Fels.”