Yahoo Unveils Major Mobile Initiative

Yahoo's not screwing around with the mobile market. Judging from the string press releases coming out of Sunnyvale, they mean business. The company launched a major initiative today across 19 countries, called Mobile Publisher Services, to better enable content providers to distribute and monetize their wares.

And of course, Yahoo gets a nice chunk of that pie.

The new releases are the result of partnerships with MobiTV, Opera, and go2. The MobiTV is the big one. Yahoo says the partnership allows "a one-stop, fully integrated mobile media-buy across all advertising modes, including text, banner and mobile video.

"As we progress," said Jack Hallahan, vice president of advertising for
Nor only is the mobile video angle an interesting departure, but publishers will be able to select different ad formats, including the traditional display and sponsored links, but also video and in-game placements.

There were four products released today: