AOL has launched a mobile third-party ad-serving service through Third Screen Media, Platform-A's mobile ad-serving platform and network.

The service lets publishers access multiple networks and helps them manage, partition and allocate their advertising inventory across multiple networks.

"This solution is something we brought to market to help publishers, working with an assortment of networks, increase their inventory," said Kent Johnson, director of business operations at AOL, Boston. "We created this so they can always request the ad from us so that the publisher has a technically easier time."

Platform-A, http://www.platform-a.com, is AOL's digital advertising business.

With its newly launched third-party ad-serving solution, Platform-A will help publishers fill more of their available inventory and create additional revenue streams.

As a part of the offering, Platform-A is introducing inventory partitioning lets publishers dictate exactly how inventory is distributed across multiple networks.

Traditional third-party distribution systems use campaign-based tools to allocate inventory.

Platform-A's service offers a myriad of highly targeted options for defining inventory allocation.

With inventory partitioning, mobile publishers will access a user interface that allows a single-view overview of their entire stock of inventory.

Publishers can assign specific percentages of their inventory to be allocated based on any combination of ad network, subject area and location.

This ad-serving service complements Third Screen Media's existing set of mobile ad-serving capabilities.

The Advertising.com Third Screen Media Mobile Network is one of the largest mobile advertising networks, with access to more than 800 million impressions per month.

Also available from Third Screen Media is the Third Screen Media Mobile AdServing Platform, which gives advertisers, publishers and mobile phone carriers a common view of mobile ad inventory to increase the efficiency and time-to-market for the buying and selling of mobile advertising in WAP, video, SMS/MMS and downloadable applications.

Platform-A includes AOL's leading media properties -- AOL.com, AIM, MapQuest, and more -- and Advertising.com's third-party networks.

Platform-A also includes Tacoda's audience insights and behavioral targeting; Quigo, a site- and content-targeting solution; ADTECH, an international digital ad serving business; Third Screen Media, a mobile ad serving network; and buy.at, an affiliate marketing solution.

Verizon is working with Millenial Media and that's enabled through this new platform and is working well, Mr. Johnson said.

"There are two elements of the new service," Mr. Johnson said. "there is the ad serving aspect and inventory partitioning , which is unique because publishers can design and allocate inventory and then say how they want to dispose of it.

"This is a great way to help publishers manage their ad inventory," he said. "It's a Web-based interface that allows them to define all the way down to the ad tag level."