Ad Infuse announced that wireless carrier Orange has selected the company's adInMotion platform to enable mobile advertising.

The initial launch will include the deployment of Ad Infuse Technology in several countries in Europe, providing mobile advertising capabilities to Orange Advertising customers through a centralized ad serving technology.

"One of the largest mobile operators in the world - third largest in Europe - has selected Ad Infuse as its go-forward mobile advertising platform," said David Staas, vice president of marketing at Ad Infuse, San Francisco.

"This represents a continued and increasing move into mobile advertising by operators, and great validation of the Ad Infuse platform, which is already live with Swisscom and BSkyB in Europe, [both] leading operators and off-deck content publishers."

Through the collaboration with Ad Infuse, Orange will allow advertisers to reach their targeted audience on the three screens (Web, television, mobile), across a mobile customer base of 118 million subscribers.

Orange will offer a mobile advertising package that provides advertising across messaging, browsing, video and mobile gaming applications.

The multi-format capabilities will enable broader reach for advertisers across Orange content while simplifying campaign management through a single platform.

"France Telecom/Orange wants to maintain full control over its inventory and mobile advertising business," Mr. Staas said. "Rather than outsource it to the various mobile ad networks, they've chosen to maintain their own mobile advertising platform.

The anonymous personalization capabilities provide relevant, personalized advertisements while fully maintaining the privacy of each subscriber.

The flexibility of the adInMotion platform enables mobile carriers to create customized digital advertising as the market continues to evolve.

The platform's extensibility allows carriers to quickly integrate with their existing mobile content and communications solutions, working with preferred partners to ad-enable the broadest spectrum of mobile offerings for consumers.

"This provides a great range of solutions for Orange and for their advertising partners," Mr. Staas said. Orange already works with leading brands and advertisers across their services.

"For Orange, the robust multi-format capabilities of adInMotion, provides centralized control to ad-enable the broadest range of their on-deck mobile content offerings through a single solution," he said.

"We are announcing the partnership and beginning deployments, following which advertisers will be able to launch ad campaigns on Orange mobile content."