Hachette Filipacchi Media U.S. has consolidated its mobile duties for six titles including Elle and Car and Driver with Quattro Wireless, a leading mobile publisher and ad network.

The news comes just as Quattro was named global mobile sales agent for 10 Gawker Media sites, including five titles such as Gizmodo and Lifehacker made for the Apple iPhone. Hachette's consolidation with Quattro includes Ellegirl, Ellegirl Latina, Woman's Day and Premiere.

"We are now consolidating all of our business with Quattro Wireless for these six mobile brands because they provide an excellent and sophisticated platform and we are confident that their relationships with advertisers will attract new business to our sites," said Yaron Oren, director of mobile strategy and operations at Hachette, New York.

Hachette previously tasked mobile site publisher network Crisp Wireless, New York, for development and AOL's Third Screen Media for its mobile ad platform.

Quattro, Waltham, MA, now only has those mobile development and mobile ad serving duties but is also the sole third-party mobile ad network with rights to sell the six Hachette titles.

Hachette's mandate to Quattro is clear.

"To create better user experiences and to increase our advertising sales on these six mobile sites," Mr. Oren said.

Hachette's U.S. operations first went mobile in 2006.

All Hachette mobile sites are entirely supported by advertising. The publisher has deployed sites both on-deck with carriers and off-deck to reach a broad swath of the mobile population.

Elle and Car and Driver are said to receive significant traffic from consumers, though numbers weren't disclosed.

"Mobile is extremely important [to Hachette]," said Lars Albright, vice president of business development at Quattro. "Their goal is to build profitable ad-supported mobile sites."

Quattro will soon add new site features and content to the Hachette sites.

For example, the firm will roll out an auto video section on Car and Driver's mobile site through its video platform to let consumers browse short-form video about their favorite cars.

The Gawker win gives Quattro a major foot in the door in the online blog world.

Using Quattro's platform, Gawker Media content from the 10 sites will be dynamically configured for mobile with layout and intuitive navigation for differing handsets.

All the Gawker Media sites are ad-supported.

Quattro will soon launch three other Gawker Media sites on mobile -- Gawker, Kotaku and Deadspin.

Gawker Media's goal is to not only add a new revenue source through mobile, but also cater to current and prospective readers. Hachette's vision is similar.

"Hachette Filipacchi Media U.S. is both providing extended services and content to its existing readers and also targeting incremental new users," Quattro's Mr. Albright said.