Mobile advertising firm Amobee has released a dedicated advertising unit for the Windows Phone operating system. The ad unit, dubbed User Generated Ad (UGA), will be available to brands and advertisers worldwide in Q2, 2012. It will allow consumers to determine the ads they wish to receive on their Windows Phone based on their preferences and behaviours.

UGA will be delivered in the form of a Live Tile directly to consumers’ Windows Phones and will them to determine what ads they want, and when they want them. Amobee says the ad unit will change the relationship between brands and consumers from a one-to-many relationship to a personal relationship. Ads will be delivered in a rich media format.

“We have seen the early success of the Nokia Lumia handset and really believe that the Microsoft Live Tiles and Metro UI are a perfect format for delivering personalized ads directly to each user’s Windows Phone,” says Amobee CEO, Trevor Healy. “Why should advertisers ever decide what users want? Let users get the ads and information they want, and when they want it.”