Mobile ad network Mojiva Inc. has spun off its mobile advertising platform as a new independent company dubbed mOcean Mobile.

The mOcean Mobile platform gives publishers and advertisers control over all aspects of mobile ad-serving and campaign management. At launch, mOcean claims that it already has dozens of customers, including Mojiva and several other mobile ad networks.

?The launch of mOcean Mobile is a response from publisher ad sales teams and competitive ad networks that want the platform but feel some competition with Mojiva?s ad sales,? said Dave Gwozdz, CEO of Mojiva, New York. ?This provides a clean church/state separation of the data.

?This will allow the mOcean team to build and sell independently, without affiliation to the Mojiva?s premium and self-serve ad networks,? he said.

Based in New York, mOcean Mobile helps publishers and brand marketers of any size run and profit from mobile advertising campaigns.

The mOcean platform features an array of tools, techniques and analytics designed to help advertisers reach buyers and publishers to monetize their content.

Like Mojiva, mOcean focuses on the mobile Web and applications.

?This is now not a carrier-specific on-deck world, so this is a wide-open platform that serves publishers who are on-deck, off-deck, apps, banners, text, rich media, smartphones, features phones, etcetera,? Mr. Gwozdz said.

There are three versions of the mOcean Mobile platform.

MOcean for Publishers is a full-service platform that lets mobile publishers organize and sell their own mobile inventory, with a suite of tools including targeting and reporting and the ability to fill unused inventory through third-party network aggregation.

MOcean for Networks is a building block designed for new mobile ad networks. It is a plug-and-play for a network?s advertiser and publisher base, helping newbies build, deploy and monetize a mobile ad network.

MOcean for Advertisers is a comprehensive dashboard for managing multiple mobile ad campaigns, including forecast, targeting and reporting across the mobile Web and the growing applications environment.

Mojiva claims that it has been asked repeatedly by ad sales organizations, including mobile ad networks, if they could license its software.

Mojiva said that it is responding to the demands of the market as it struggles with inadequate ad-serving platforms based on an outdated mobile environment or hacks of existing online servers.

?Mojiva and mOcean will be separate entities with separate teams using separate data,? Mr. Gwozdz said. ?Some clients will be publisher customers of the network and use the mOcean platform to sell their own ads and mange third-party ad fill from Mojiva and other ad networks.?