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Yahoo to Partner with T-Mobile on ads

Mobile service provider T-Mobile UK (opens in new tab) has signed an internet advert agreement with Yahoo which will allow the search engine to "provide targeted display advertising on T-Mobile's Internet service Web 'n' walk in Britain."

Yahoo struck a similar deal with Vodafone and has been more aggressive at acquiring more partners in the mobile segment that has also attracted interest from Microsoft, AOL and Google.

Back in March, Yahoo launched Mobile Publisher Services (opens in new tab) which allow publishers, advertisers and network operators to distribute and make money from adverts.

Thomas Husson, senior analyst at Jupiter Research, reported that the mobile advertising market would reach GBP 1bn by 2012 with a 40 percent increase in the number of Europeans that browse the internet regularly.

T-Mobile has yet to say what impact the announcement will have on its partnership with Google. Back in June 2005, both companies signed an agreement that made Google, the default search engine on the then new Web'n'walk internet service.

T-Mobile has 17 million customers in the UK with only 3 percent of them subscribing to the web'n'walk package which costs GBP 7.50 per month.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.