Reuters.com has tapped Nexage?s AdMax service to manage its mobile advertising strategy by generating revenue from its mobile properties.

AdMax is an ad-optimization hosted service that lets publishers generate revenue from their mobile sites and applications. AdMax maximizes mobile ad revenue by increasing ad-fill rates, increasing cost per thousand and giving publishers direct control over how ads are served on their mobile sites. 

?Reuters.com provides marketing solutions for a large number of brands looking to attract the affluent business professionals,? said Alisa Bowen, head of consumer publishing at Thomson Reuters, New York. ?Those direct relationships will continue to receive primary placement and more integrated solutions.

?The Nexage AdMax platform adds a secondary option during news spikes and periods of  time when we have increased available inventory,? she said.

Nexage's AdMax offers brand safety and configuration of advanced business rules across multiple mobile silos of Web and applications for publishers. 

Reuters.com, is using AdMax to manage and monetize all of its global mobile Web properties and applications, spanning the United States, Britain, Brazil and India. All of these sites are available on mobile phones at http://www.m.reuters.com.

Papa John?s is one of the advertisers on http://www.m.reuters.com. The pizza franchise is promoting an extra large, three topping pizza pie for just $11.99.

The AdMax deployment with Reuters.com highlights what has been a very successful year of growth for Nexage. 

Despite one of the tightest capital markets in more than 70 years, Nexage secured $4 million in Series A funding from BlackBerry Partners Fund and GrandBanks Capital in July.

Reuters.com joins 500 other news sites that are already benefitting from AdMax, including Digg, Publishers Clearing House, Verve Wireless, Associated Press, BELO, Examiner, Multiply Mobile, iLoop Mobile and E!

Two months after Reuters released applications for Apple's iPhone and RIM's BlackBerry simultaneously, the iPhone applications surpassed 120,000 downloads while the BlackBerry application reached 70,000.

In addition, mobile Web page views are about 10 percent of Reuters' total online traffic and are growing at approximately 50 percent year-over-year, and mobile Web ad revenue is growing at 30 percent year-over-year.

Reuters' free iPhone and BlackBerry applications provide business news and information for business professionals, and the company is working on a range of premium subscription-based applications.

?Reuters.com continues to foster the direct relationship between mobile advertisers and Reuters.com,? Ms. Bowen said. ?AdMax supplements these relationships by creating mobile advertising opportunities across multiple third-party networks."