Miva Inc.'s Miva Media contextual ad network has struck U.S. and British pay-per-click agreements with mobile technology firm Greenlight Wireless.

Miva's ads will now appear on Greenlight's U.S. and British networks that include national news, entertainment and wireless carrier sites that generate more than 30 million mobile searches each month.

"What's great for our advertisers is they don't need to plan a separate campaign for mobile and a separate campaign for Web -- the same principles that apply for Web will apply for mobile," said Alex Vlasto, marketing and communications director of Miva Media, New York.

Miva's pay-per-click ads will appear to mobile users of Greenlight's Skweezer service, which compresses and reformats Web pages for easier viewing and navigation through mobile phones and PDAs.

Displayed next to content on users' handsets, these ads will be targeted using Greenlight's proprietary contextual technology.

"As and when users use their mobile phone to access the Greenlight part of the network, then our ads will appear," Mr. Vlasto said.

"If an advertiser is bidding on a specific keyword on our network, then if that keyword appears on a Web site that is one of the partners of the Greenlight Wireless network, then our ads will be displayed," he said.

Miva has been testing mobile ad delivery with Greenlight in the United States for the past six months, the company said.

The deal is designed to help overcome mobile marketing issues such as varying technology, content availability and advertiser depth.

"What this does is gives our advertisers the opportunity to get onto mobile," Mr. Vlasto said.