Digital advertising technology company Eyeblaster has revealed that media agency MediaCom London  has used its technology to run a third-party-served mobile campaign for T-Mobile.
MediaCom used Eyeblaster Ad Campaign Manager (ACM) to serve ads across the Nokia Media Network. The campaign, promoting T-Mobiles latest services, spans multiple mobile and online publishers. 
ACM was used in conjunction with Channel Connect for Mobile, a new offering from Eyeblaster, that it says allows agencies and advertisers to seamlessly integrate mobile into the digital marketing mix, making mobile campaigns easier to plan, create, execute and measure alongside other channels.
The solution adds simplicity, accountability and reliability to mobile advertising, says Eyeblaster, and removes barriers to adoption for agencies by providing them with tools that are already widely used in online channels. With the new solution, MediaCom is able to serve ads to multiple mobile publishers, while receiving third-party delivery data, unified cross channel reports and real-time optimisation.
The lack of integrated analytics and ad serving for agencies has been a looming concern for scaling mobile advertising, says Stefan Bardega, Director of Digital at MediaCom. Third-party ad serving was really what drove the growth of web advertising, and the emergence of Eyeblaster ACM and Channel Connect for Mobile represents a similar milestone in mobile advertising.
Channel Connect for Mobile, currently in beta testing, joins Channel Connect for Search and Channel Connect for In-stream in Eyeblasters growing arsenal of agency-focused tools to integrate digital channels.