IPC Media has selected mobile ad firm Amobee as its mobile ad server. IPC Media’s internal mobile sales team will use the Amobee platform to manage direct-sold campaigns, while Amobee mediation services will manage IPC Media’s remnant inventory across all mobile ad networks.

Amobee’s mobile advertising platform allows publishers to increase revenue via targeted mobile advertising. Through the partnership Amobee will enable IPC Media to deliver premium advertising to its audiences by managing its advertising inventory and delivery for titles such as Marie Claire, What’s on TV, NME and InStyle.

“Mobile advertising has grown enormously over the last twelve months, therefore IPC needed to select a partner with both good ad-serving technology to serve the agency market and a good mediation service to serve multiple ad-networks,” says Miles Ross, IPC Media’s head of mobile. “Amobee provides leading solutions in both these areas.”