SECTION 1: BLIND NETWORKS

• Madvertise* New: March 2011 *
• BuzzCity* Updated: January 2011 *
• Adfonic * New: November 2010 *
• Admoda/Adultmoda * Updated: September 2010 *
• Mojiva * New: September 2010 *
• InMobi * Updated: May 2010 *
• AdMob
• GUIDE HOME
• PREMIUM BLIND NETWORKS
• PREMIUM NETWORKS

Blind networks in a nutshell:
• Usually the largest in terms of publishers, advertisers and impressions. They serve a high volume of advertising to an extensive base of mostly independent mobile publishers (mobile sites and applications), supplemented by premium publishers’ unfilled inventory.
• Advertisers can not (usually) choose specific mobile sites.
• Plenty of options for targeting such as by country and content channels (news, sports etc).
• Performance advertising is the norm, paid for by cost per click (CPC) – this is for marketers who want an active response to their ads such as clicking through a banner to the advertiser’s site, click to download/call etc. The CPC varies with supply and demand, determined through a self-service auction system.
• The cheapest option is run of network (RON) adverts (i.e. no targeting), which in some countries may start at US $0.01 CPC.
• Some blind networks also offer brand advertising, on a cost per thousand impressions (CPM) model – i.e. you pay X for every 1,000 devices that visit/download the page – this is for marketers that want exposure, maybe to create awareness of a new product.
• Advertisers should expect a wealth of self-service tools that help you track and optimize your campaign in real time.
• Publishers receive a revenue share, perhaps 55-65% of what the advertiser pays.

Mobile advertising network: Madvertise

Type of network: Blind.
Specialization: Europe, particularly strong in German-speaking countries.
Established: 2008.
Main offices: Berlin, Germany.
Employees: over 30 (growing to 75 by the end of 2011).
Major shareholders: Team Europe Ventures (Seed Investor and Series A Investor); Earlybird Venture Capital (Series A Investor); Investitionsbank Berlin (IBB) .
Acquisitions: N/A.
Web: madvertise.de.
Mobile Web: N/A.
Contact details: pr(at)madvertise.de.
Recent news:
• 2011: Madvertise Developer Fund gives publishers 100% of ad revenue.
• 2011: madvertise brings rich-media ads to German smartphones.
• 2010: katAPPult service guarantees a top 25 place across Europe for apps.
• 2010: Madvertise secures series A funding.
Profile submitted by: Carsten Frien, CEO, Madvertise. • Read this interview.
Last updated: March 2011.

Q1. Annual revenue/turnover: Band A (US $1-5 million).
Q2. Is the business profitable? N/A.
Q3. Publishers on network: Over 500.
Q4. Advertisers on network: Around 80% of all mobile advertisers, including Ford, Continental, TUI and Foot Locker (see these case studies).
Q5. Mobile ads served or page impressions monthly: 700 Million page impressions.
Q6. Unique mobile users that see ads: N/A.
Q7. Geographical coverage: Germany, Austria, Switzerland 60%, rest of EU 40%.
Proportion of advertising that is…
Q8. Blind v premium advertising: 100% blind network.
Q9. Mobile Web v mobile applications: 50:50.
Q10. CPC (performance) v CPM (brand): 80:20.
Q11. Specialism by publisher or demographic: Traditionally Madvertise focused on German-speaking publishers/countries, now covers whole of EU.
Q12. Options for targeting adverts: Mobile handset (manufacturer, model, operating system); audience demographic; content channels (finances, automobile, entertainment, news, sports, travel, business, technology); time (day of week, time of day); location (country, city, zip code specifications); frequency (capping); access technology (WIFI, operator network).
Q13. Tools to help advertisers optimize/track campaign: Full control over ad campaigns served; real-time reporting.
Q14. Cost range for advertiser: Minimum ad spend of €2,500 (US $3,532).
Q15. Estimated ROI for advertiser: N/A.
Q16. Remuneration for publishers: The usual revenue split is 60:40. However Madvertise is currently running the €5 million (US $7.07 million) Madvertise development fund which grants 100% of ad revenues to publisher (mobile Web or app), until the fund is used up or February 2012. Thereafter the revenue split is 60:40.
Q17. Fill rate: N/A.
Q18. Protection for publishers: N/A.
Q19. Tools for publishers: N/A.
Q20. Membership of industry associations, industry accreditations or awards: Members of Bundesverband Digitale Wirtschaft (BVDW).
Q21. Main competitors: On the international level, Google AdMob and Apple iAd (was Quattro Wireless) have a similar business model, but neither are particularly well-established in European markets, yet.
Q22. Key differentiation: With the help of the unique “KatAPPult” service, Madvertise guarantees to catapult application into the top 25 in the respective category and country, in the Apple App Store, maximizing download and monetization potentialities.
The Madvertise mobile-only ad server is hand built by German engineers, this make it the “BMW of mobile ad servers” and ensures that all campaigns are fast and efficient. Also, our technology team can implement innovative targeting and campaign features with a high degree of flexibility, which allows Madvertise to remain ahead of developments in the mobile advertising business.

Mobile advertising network: BuzzCity

Type of network: Blind
Established: Network 2006; company 1999.
Main offices: Singapore (HQ); Mumbai, India; Bangkok, Thailand; Paris, France; Johannesburg, South Africa; Los Angeles; USA, Jakarta; Indonesia
Employees: 70.
Major shareholders: Naspers/MIH 36%; OWW Capital Partners (34%); BuzzCity management (15%).
Acquisitions: N/A.
Web: buzzcity.com.
Mobile Websites: m.mygamma.com (mobile social network); m.djuzz.com (games portal); m.now-cook.com (food/recipe portal); m.jamsked.com (directory of international music events..
Contact details: buzzcity.com/f/contactus.
Recent news:
• 2011: BuzzCity’s Global Mobile Advertising Traffic grows by 93% in 2010.
Profile submitted by: KF Lai, CEO, BuzzCity. • Read this interview.
Last updated: January 2011.

Q1. Annual revenue/turnover: Band C) US $10-20 million.
Q2. Is the business profitable? YES
Q3. Publishers on network: 3,000 publishers. They are predominantly independent and mobile-focused; they range from mobile social networking to ad-supported download. BuzzCity manages media traffic for independent portals including Peperonity.mobi; eBuddy.mobi and various premium/carrier portals, including AIS, Thailand; Celcom, Malaysia; Airtel, India; Globe, Philippines, via syndication of entertainment content.
Q4. Advertisers on network: Over 300 regular advertisers. These are predominantly mobile companies (70%), although campaigns by brand advertisers include MTN (ZA carrier) and Celcom (MY carrier), Air Asia, Sri Lankan Airlines, Malaysia Airlines, Toyota, Renault, Adidas, Puma, Reebok, Standard Bank (S Africa), Crédit Agricole (FR), Mutuelles de Mans Assurances (FR), Hewlett Packard, Nokia, BlackBerry.
Q5. Mobile ads served or page impressions: More than 5 billion ads served per month.
Q6. Unique mobile users that see ads: N/A.
Q7. Geographical coverage: 200 countries in total, with top countries being Indonesia (24%), India (24%), USA (6%), South Africa (3%) (November 2010). For the most recent top 10 countries, with reach, ads served, minimum and recommended bid, handset, location and demographic information for each country, see: Campaign Planner.
Proportion of advertising that is…
Q8. Blind v premium advertising: 100% blind network.
Q9. Mobile Web v mobile applications: 95:5.
Q10. CPC (performance) v CPM (brand): 95:5.
Q11. Specialism by publisher or demographic: All publishers, though majority are mobile-only services. The audience is primarily users whose experience of the internet is via mobiles.
Q12. Options for targeting adverts: Specific content channels, countries, devices, mobile platforms and other features e.g. phone make, models, flash or MP3 capability. Planned updates include applications and games channels.
Q13. Tools to help advertisers optimize/track campaign:
• A Campaign planner shows trends in markets, demographics of mobile Web users and handsets (see above);
• The ad server highlights banners with a high CTR and allows ‘on-the-fly’ changes to targeting sets;
• A conversion tracker which shows which campaigns yield better ROIs.
Q14. Cost range for advertiser: For untargeted campaigns: average CPC across network is US $0.04; average CPC in South Africa - US $0.12; United States - US $0.19; United Kingdom - US $0.09.
Q15. Estimated ROI for advertiser: CTR. As a guideline, the cost of acquisition for member recruitment campaigns for myGamma (BuzzCity owned social network) is US $0.50/subscriber in South Africa, US $0.25 in United Kingdom and US $1.80 in the United States.
Q16. Remuneration for publishers: Publishers get 65% of placement. Top publishers deliver approximately 60 million ad impressions a day earning approximately US $7,000 per day.
Q17. Fill rate: The BuzzCity ad network currently runs on a 100% fill rate.
Q18. Protection for publishers: Publishers can choose which advertisers/banners they want to appear on their pages
Q19. Tools for publishers: Publishers choose which pages to place ads on; graphical or text banners; and set a minimum preferred bid.
Q20. Membership of industry associations:
Mobile Marketing Association (MMA).
Mobile Entertainment Forum (MEF).
Q21. Industry accreditations or awards:
• National Infocomm Authority Award Winner (2008): Most Innovative Infocomm Service for myGamma.
• Future Mobile Awards (2008): Silver award for myGamma.
• Mobile Content Awards (2008)
• Global Mobile Awards (2008): Best Mobile Social Network for myGamma.
• GSMA Asia Mobile Awards (2007): Best Mobile Social Network for myGamma.
• Red Herring Asia 100 (2006)
Q21. Main competitors: Other networks with similar media development capabilities.
Q22. Key differentiation: a) Operating the myGamma mobile social network gives BuzzCity subtle insights into consumer behaviour and demographics, shared though regular user reports; b) Insights: regular research reports across several demographic and market sectors; c) Audience development . d) SDK’s with ad wrapper facilitate in-game & in-app advertising and revenue generation for developer partners; e) Syndication of aggregated content, for example the Djuzz games catalogue, which generates extra traffic for publishers.

Mobile advertising network: Adfonic

Type of network: Blind.
Established: Founded in 2008, service launched July 2009.
Main offices: London, UK (HQ), with operations in France and USA.
Employees: 20.
Recent news:
• Oct 2010: ME Awards finalist.
• Sept 2010: Adfonic expands to US; second round of angel investment.
Profile submitted by: Nicola Reed, head of marketing, Adfonic.
Contact details: nicola.reed (at) adfonic.com
Last updated: November 2010.

Q1. Annual revenue/turnover: N/A.
Q2. Is the business profitable? N/A.
Q3. Publishers on network: Over 3,000 publishers.
Q4. Advertisers on network: Over 3,000 campaigns per month (August 2010). Examples of advertisers include: Yell.com, Peugeot and Sky.
Q5. Mobile ads served or page impressions: Adfonic serves over over 2 billion ad impressions per month (Q4 2010).
Q6. Unique mobile users that see ads: Adfonic reaches mobile users in 190 countries across the world. As an example of Adfonic’s reach, a June 2010 campaign reached an estimated 800,000 or 30% of UK iPhone users in the UK.
Q7. Geographical coverage: USA (17%), UK (10%), South Korea (8%), Hong Kong (6%), Australia (4%), Canada (4%), Singapore (4%), France (4%), Germany (3%), Vietnam (3%), Other (37%); based on impression data from the Adfonic market place (August 2010).
Proportion of advertising that is…
Q8. Blind v premium advertising: 100% blind ad network.
Q9. Mobile Web v mobile applications: 30:70.
Q10. CPC (performance) v CPM (brand): Over 95% of campaigns are CPC.
Q11. Specialism by publisher or demographic: iOS and Android traffic is particularly strong on the Adfonic network.
Q12. Options for targeting adverts: Advertisers are able to select audiences by gender, age, country, geographic location, mobile device and mobile platform. Adfonic also offers contextual keyword tagging to ensure greater relevancy and fit with surrounding publisher content.
Q13. Tools to help advertisers optimize/track campaign: Advertisers use real-time reporting to track and optimize the performance of on-going campaigns. The level of detail in the reporting provides a truly transparent view, including the ability to track right down to creative level to see the number of clicks and impressions by device and country for each campaign. Adfonic also offers app install tracking enabling advertisers to calculate the exact cost of customer acquisition.
Q14. Cost range for advertiser: Prices are set in the Adfonic market place. The CPC price range (min-max bid) for September 2010 is: Western Europe US $0.10 to $0.40; North American and Australia $0.05 to $0.27; Rest of the World $0.03 to $0.25. N.B. Advertisers must fund their account with a minimum of US $50.00 via PayPal or Credit Card on the Website.
Q15. Estimated ROI for advertiser: CTR varies from campaign to campaign. Average CTR between across the network is 0.7%. With a maximum CTR of over 2% for campaigns from well-known brands.
Q16. Remuneration for publishers: Publishers get 60% net revenue share.
Q17. Fill rate: Publishers on the Adfonic can expect fill rates of up to 98%.
Q18. Protection for publishers: Publishers can control all ads displayed on their sites or apps via the ad management console. Adfonic gives publishers visibility of country and platform targeted by the campaigns.
Q19. Tools for publishers: N.A.
Q20. Membership of industry associations, industry accreditations or awards:
• Adfonic is an IAB member.
• Shortlisted for the 'Best Advertising Network' at the ME Awards
Q22. Main competitors: Admob, Mojiva, Millennial Media.
Q22. Key differentiation: Adfonic claims to be the fastest growing global mobile advertising. It is headquartered in Europe. It offers real-time transparent reporting and advanced targeting options, including contextual keyword tagging.

Mobile advertising network: Admoda; Adultmoda

Type of network: Blind (but includes some premium advertising).
Established: 2006.
Main offices: London, UK; Mumbai, India.
Employees: Nine permanent staff, plus contractors, global resellers and affiliates.
Ownership: Admoda is privately owned. The founders decided from the start to fund the company from profit and avoid the need for outside investment.
Contact details: info(at)admoda.com; +44 8707 661 992
Recent news:
• July 2010: Admoda and Adultmoda double in size in 12 Months.
• September 2010: Admoda expands into Asia with India office.
Profile submitted by: Terry Jackson, CEO, Admoda.
Notes: Parent company MobVision runs two mobile ad networks a) Admoda targeted at family-friendly advertisers and publishers and b) Adultmoda advertisers and publishers that focus their services on those over the age of 18. The two networks are kept completely separate for brand protection purposes.
Last updated: September 2010.

Q1. Annual revenue/turnover: N/A.
Q2. Is the business profitable? Yes, for four years.
Q3. Publishers on network: Over 3,500. Please note Admoda/Adultmoda turn down 70% of sites that apply to join the network. The aim is to have the best quality publisher network possible thus giving a higher return for advertisers.
• Admoda publishers include: Hi5, Vodafone, AdMarvel, Smaato, eBuddy, Peperonity.
• Adultmoda publishers include: YouPorn, Peperonity, Fling, SexGoesMobile, WAAT.
Q4. Advertisers on network:
• Admoda advertisers include: Google, Nokia, Adidas, Gameloft, Buongiorno, MTV, Abphone, Zed, Dada, Twistbox, Hungama, Playphone, Fox Mobile.
• Adultmoda advertisers include: Brazzers, Reality Kings, TopBucks, Private, Pink Visual, PhoneErotica, Cherrymedia, Buongiorno, Fox Mobile, The Hun, iPorn.
Q5. Mobile ads served or page impressions: 7.5 billion mobile ads served per month, and growing fast.
Q6. Unique mobile users that see ads: N/A.
Q7. Geographical coverage: (Subject to regular change)
• Top 10 countries (in order) for Admoda: South Africa, Italy, USA, UK, India, Germany, Australia, Indonesia, Kenya and France.
• Top 10 countries (in order) for Adultmoda: USA, South Africa, UK, Germany, Italy, France, Spain, Australia, Netherlands and Norway.
Proportion of advertising that is… (N.B. these numbers change regularly).
Q8. Blind v premium advertising: 80:20.
Q9. Mobile Web v mobile applications: 80:20 to 90:10.
Q10. CPC v CPM: 95:5.
Q11. Specialism by publisher or demographic: Both Admoda and Adultmoda have a premium network of publishers, along with a highly targeted blind network. Even on the blind network 70% of publishers are rejected to maintain the highest quality of traffic. This delivers high returns leading to a 90% rebook rate from advertisers. Admoda specializes in providing highly targeted traffic for brands, agencies, and mobile content/entertainment companies. Adultmoda specializes in providing highly targeted traffic for Adult companies.
Q12. Options for targeting adverts: Targeting is available by channel, country, carrier, device, platform (e.g. iPhone, iPad, Android, Palm, Blackberry), device capabilities (e.g. video streaming). Other targeting options will be available when there is sufficient demand.
Q13. Tools to help advertisers optimize/track campaign: A Campaign Planner was launched in summer 2010 to provide all the information an Advertiser needs. Admoda/Adultmoda also provide advertisers with tips and tricks on how to get more traffic and optimize CTR; and provides straightforward clear metrics, minimum and average rates, country inventory etc through the client communication tools.
Q14. Pricing models: CPC or CPM.
Q15. Cost range for advertiser: This varies widely depending on the targeting options chosen.
Q16. Estimated ROI for advertiser: The CTR is 0.8%, but this varies substantially from country to country. (Subject to change)
Q17. Remuneration for publishers: 65 to 85% of revenue goes to the publisher.
Q18. Protection for publishers: Premium publishers can refuse advertisers.
Q19. Tools for publishers: New Publisher tools give a comprehensive breakdown, including average CTRs, eCPMs and CPCs for each country to help publishers get the highest return from their inventory. Publishers can drill down into the Top 10 countries, so can focus where they make the most money. Publishers can also log in at any time to see live statistics and latest earnings.
Q20. Key differentiation: Admoda and Adultmoda offer a two tier solution - our blind network and a premium network. They provide the highest revenue share to mobile publishers. They are the only mobile ad networks that handpick publishers to ensure high quality traffic. Industry leading support - a real person will get back to enquiries within one working day. Adultmoda is not only the biggest it is the only dedicated mobile ad network for the adult industry. The networks are beginning a program to educate Web companies in the opportunities mobile presents and how to get involved.

Mobile advertising network: Mojiva

Type of network: blind network (with some premium advertising).
Established: 2008.
Main offices: New York (HQ), Los Angeles, San Francisco, USA; London, UK.
Employees: 30.
Major shareholders: VC backers include: Pelion Venture Partners, Bertelsmann.
Web: mojiva.com; Mobile Web: wap.mojiva.com.
Contact details: info (AT) mojiva.com
Recent news:
• April 2010: Mojiva Raises US $7 Million in Series B Funding From UV Partners and Bertelsmann.
• June, 2010: Mojiva Expands to Europe.
Profile submitted by: Dave Gwozdz, CEO, Mojiva.
Last updated: September 2010.

Q1. Annual revenue/turnover: N/A
Q2. Is the business profitable? N/A
Q3. Publishers on network: Over 1800 and growing daily. These include: ABC, Univision, NBC Local News, The NFL, Motortrend.
Q4. Advertisers on network: Over 8,000 active campaigns, from advertisers that include: Ford Lincoln, Microsoft, Electronic Arts.
Q5. Mobile ads served or page impressions: Over 3 billion mobile ads and 740 million page impressions per month.
Q6. Unique mobile users that see ads: Network reaches 78 million in US and 319 million globally.
Q7. Geographical coverage: Mojiva ads are seen in 190 countries, but country breakdown is N/A
Proportion of advertising that is…
Q8. Blind v premium advertising: N/A.
Q9. Mobile Web v mobile applications: 82:18 (August 2010).
Q10. CPC v CPM: N/A.
Q11. Specialism by publisher or demographic: N/A.
Q12. Options for targeting adverts: Keywords, location, channels, handset, time of day, device, platform/operating system, device capabilities, WAP v app, mobile v Web.
Q13. Tools to help advertisers optimize/track campaign: Full access to Mojiva Business Intelligence tools.
Q14. Pricing models: Mojiva uses the self-service bid model.
Q15. Cost range for advertiser: N/A.
Q16. Estimated ROI for advertiser: Depends on the type of campaign.
Q17. Remuneration for publishers: publisher receives 60% of revenue.
Q18. Protection for publishers: Publishers have full control over categories of ad appearing on the site or can even accept/refuse a particular ad.
Q19. Tools for publishers: N/A.
Q20. Key differentiation: Robust technology, experienced and knowledgeable team members and detailed reporting and analytics.

Mobile advertising network: InMobi (formally mKhoj)

Type of network: Blind
Established: 2007
HQ: Bangalore, India
Other main offices: Mumbai, India; London (UK), Palo Alto (CA), USA; Singapore.
Employees: Over 70.
Thanks to: Amit Gupta, founder and head of business development, InMobi.
Last updated: May 2010

Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: Over 2000, including, Vuclip, hi5, Friendster, Peperonity and GetJar.
Q3. Advertisers on network: Over 150, including Reebok, Honda Motors, Yamaha, Nokia, Samsung, Sony Ericsson.
Q4. Mobile ads served or page impressions: 7.5 billion ads served in January 2010.
Q5. Unique mobile users that see ads: N/A
Q6. Geographical coverage: Asia (top countries in order: Indonesia, India, Malaysia, Thailand, Philippines) 55% of business; Africa (top countries: South Africa, Kenya, Nigeria, Egypt) 18%; Europe (UK, Italy, France, Germany, Spain, Nordic and Scandinavian) 14%; Americas 9%; Australia 4%.
Q7. Specialism by publisher or demographic: All publishers, including social networks, portals, news, sports, and download sites.
Q8. Options for targeting adverts: Country (37 in total), operator, and handset manufacturer, model, operating system, features.
Q9. Tools to help advertisers optimize/track campaign: Targeting tools help advertisers to optimize campaigns; real-time reporting helps to tweak campaigns on the fly; call-to-action features help create engaging campaigns. Ad spend can be controlled by setting daily budget limits or setting a time slot for the ads to run.
Q10. Pricing models: CPC and CPM are both available, but the vast majority is CPC. As with most blind networks, CPCs are set in a self-service market place by supply and demand, but unusually prices can be defined to 1/10th of a cent, rather than to the nearest cent.
Q11. Cost range for advertiser: This varies between countries.
Q12. Estimated ROI for advertiser: N/A
Q13. Remuneration for publishers: InMobi shares 60% of revenue shared with publishers.
Q14. Protection for publishers: Publishers choose between banners or text and can block ads from competitors or with specific keywords (e.g. hot) and can review all ads currently targeted for their mobile sites in the Ads Preview Panel and adjust filter rules to remove unwanted ads / advertisers / URLs, etc.
Q15. Key differentiation: As a global mobile ad network that has grown from an emerging market, InMobi combines a great insight into emerging markets and regional presence with the scale of inventory and range of advertisers of a global player.
Q16. Contact details: InMobi.com; info(at)inmobi.com

Mobile advertising network: AdMob

Type of network: Blind
Established: 2006
HQ: San Mateo, CA, USA
Other offices: UK, Japan, Singapore, South Africa.
Employees: 120
Thanks to: Andy Smith, sales director of Europe, AdMob
Last updated: December 2009
Notes: AdMob was acquired by Google in May 2010. So far it appears to be business as normal. The data contained here is pre-takeover. despite repeated requests AdMob/Google has not updated this profile. Draw your own conclusions.
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: 9,000 Mobile Web sites and 3,000 applications; these include CBS News, AOL, Whitepages, Accuweather, TV Guide, EA Mobile, Fox Sport, MocoSpace and TinyTube.
Q3. Advertisers on network: Total advertisers N/A. Advertisers include: Adidas, Diet Coke, P&G, Toshiba, MTV, Disney, Gap, Best Buy, American Express, RIM, Toyota and Jaguar.
Q4. Mobile ads served or page impressions: AdMob serves more than 10 billion impressions per month, which represent 32,000 different ads per month and 9,400 ads per day.
Q5. Unique mobile users that see ads:N/A
Q6. Geographical coverage:USA (49%), India (5.9%), UK (4.1%), Indonesia (3.9%), Canada (2.4%), others (34.7%) defined by ad requests (October 2009).
Q7. Specialism by publisher or demographic: All publishers except: sexual material, violence, alcohol, hateful speech, drugs, gambling, tobacco or weapons.
Q8. Options for targeting adverts: Country, carrier (in some countries), phone manufacturer, platform, model or capability (e.g. video streaming).
Q9. Tools to help advertisers optimize/track campaign: Real-time reporting shows performance of overall ad campaign or ad performance. Ad Stats tool helps manage costs and monitor click-through-rates, impressions served, number of clicks and CPC.
Q10. Pricing models: CPM for brand ads. CPC for performance ads, calculated through an auction-based pricing system in the AdMob Marketplace.
Q11. Cost range for advertiser: The cost varies with targeting and geography. The auction system calculates a CPC bid price that could start at US $0.01$; the maximum bid price is determined by the advertisers bid. CPM prices fluctuate according with geography and availability of inventory.
Q12. Estimated return on investment (ROI) for advertiser: N/A.
Q13. Remuneration for publishers: Revenue shares vary according to size of the publisher.
Q14. Protection for publishers: The ad moderation process, involving man and machine, ensures content guidelines (see Q7) are met. Publishers can filter ads to block certain categories or URLs (e.g. a competitor). Publishers can elect to turn-off the default family-friendly filter.
Q15. Key differentiation: iPhone ad Units; Download tracking; AdMob Analytics; iPhone app exchange; Metrics reports
Q16. Contact details: admob.com/home/contact

Other guides in this series:

• Guide to mobile agencies
• Guide to mobile industry awards
• Guide to mobile ad networks
• Compendium of global mobile stats
• The insiders' guides to world’s top mobile markets